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Articles by Robin Lemberg
Jewish advertising is broken
(Sept. 11, 2026 / JNS) Rosh Hashanah, the Jewish New Year, offers the promise of a new beginning. Yom Kippur, the Day of Atonement, asks us to examine our actions, acknowledge where we have fallen short and consider what we must do differently. That reflection is urgently needed—not only in our individual lives, but in the way Jewish organizations communicate with and advertise to the world. For the past several years, much of Jewish communication has centered on antisemitism.
Cannes Reflections: Time To Disrupt The Questions Being Asked
CANNES -- Over thirty years ago, I first came here as a young strategist working alongside Jean Marie Dru to help develop and introduce the concept of "disruption" -- the idea that brands grow by overturning conventions, disrupting them with a bold enough vision to redefine the legitimate role they can play in people's lives and in the marketplace. Creativity wasn't simply about producing memorable advertising. It was about creativity for business's sake.
A Jewish Thanksgiving: Gratitude, hope, unity - The Jewish Star
Core prayers, including ‘Shehecheyanu,’ recognize blessings in the moment.” Thanksgiving is a time for gratitude — a chance to pause, reflect and celebrate the blessings in our lives. But for many families, it’s also a time of high emotions, tension and even division. Conversations about politics, Israel or the state of the world can easily create rifts at the Thanksgiving table.
Trump: The Master Brand That Transcends The Presidency
As Donald Trump takes the oath of office for his second term, he stands as more than just a president — he is the most powerful master brand of the 21st century. Over the past decade, Trump has built a brand that transcends politics, activating a movement rooted in feelings, identity, and cultural alignment.
Expressing thanksgiving, voicing Shehecheyanu - The Jewish Star
Gratitude recognizes the good in our lives, even in the face of hardship.” Thanksgiving is a time for gratitude — a chance to pause, reflect and celebrate the blessings in our lives. But for many families, it’s also a time of high emotions, tension and even division. Conversations about politics, Israel or the state of the world can easily create rifts at the Thanksgiving table.
Feelings Trumped Facts, Primal Instincts And Identity Defined The Election
Our country has spoken. If this election taught us one thing, it's that we live in an “emotion economy,” where extreme feelings drive engagement, loyalty, and, ultimately, votes. In a world of fractured truths, it’s no longer about just what you believe; it’s about who you are -- and who you’re willing to fight for. After all, in our echo chambers, “my facts”. “My truths” and validated and stoked making individual action validated because the collective of whatever side is more unified.
Raising Awareness of the Intersection of Judaism and Democracy: Now is the Time
America is tired of hate and polarization—plain and simple. The opening exchange of the debate last week is a case in point as it backfired on Trump. Yet, we remain hopeful. In a recent survey, 70% of Americans believe civility is worsening, while a similar percentage think it’s critical to restore it (Pew 2023). Among young people, 70% of Gen Z believes civil discourse is possible, even around contentious issues like free speech and the Israeli-Palestinian conflict (The Heart Monitors 8/2024).
Back to Campus: College students have mixed feelings
As the fall semester of 2024 is now underway and students have returned to school, US college campuses continue to be arenas for intense political activism, particularly concerning the ongoing Palestine/Israel conflict. This situation is further complicated by the sensitivities surrounding the upcoming US elections, potentially creating a highly charged atmosphere.
The power of Brand Islam: Lessons for Brand Judaism
To understand how to move forward to rebuild our brand for the next generation, we must look at the other side. It is not Hamas, not Hezbollah, not Palestinians, and not protestors. It is Brand Islam. As we have posited, branding extends beyond products and services, even countries, to encompass ideologies, beliefs, and cultural identities.
Shema: The Call to Listen to Each Other to Build Brand Judaism
Listening as the Foundation for Repositioning Brand Judaism Fundamental to any repositioning of a brand is the need to do extensive research and listen to all constituencies and audiences. Often, it is most important to focus on the core users—in our case, us Jews. To successfully rebrand Judaism, we must embrace the principle of Shema: “Listen.” This imperative isn’t just about hearing; it’s about truly understanding, respecting, and valuing all voices within our Jewish community.
Herding the Katzes: Making 'Yachad Nenatzeach' possible across the world
The response to our latest articles on the need to build a grassroots countermovement to “Free Palestine” around the idea of “Brand Judaism” which also serves to reframe Israel was very strong and supportive here in the US and around Europe. Of course, the question became “how” would you go about doing this. In other word the process, collaboration short and long term among organizations old and new in the diaspora and then within Israel.
Brand Judaism: The Masterbrand to Reposition Israel and Jews Across the World
Why the answer to positioning Israel today in not found in an examination only of Israel. It is something larger. In today’s global landscape, Israel’s brand faces unprecedented challenges. The rise of extremism, polarized views, and a surge in antisemitism have created a complex environment where reshaping perceptions is increasingly difficult. However, an innovative solution may lie in leveraging the unifying power of Judaism itself.
Building a movement for Jews and Israel in a war of feelings
Since Oct. 7, we have become acutely aware that winning a battle of narratives is less about the facts and more about the emotions they evoke, and that over eight months, Israel is losing that battle. Since November, we have shown through our work that this is much more than “propaganda” and a PR problem. The “free Palestine” movement was a concerted effort built patiently and brilliantly over 20 years, seeded on our college campuses as a movement.
Building a movement for Jews and Israel in a war of feelings
Since Oct. 7, we have become acutely aware that winning a battle of narratives is less about the facts and more about the emotions they evoke, and that over eight months, Israel is losing that battle. Since November, we have shown through our work that this is much more than “propaganda” and a PR problem. The “free Palestine” movement was a concerted effort built patiently and brilliantly over 20 years, seeded on our college campuses as a movement.
Can Super Bowl ads reduce antisemitism and increase pro-Israeli sentiment?
Apparently, the answer is yes. Israel has had a brand problem, with the facts and odds stacked against them. This was made all the more clear with the start of the war against the Hamas terrorist organization in the Gaza Strip following the atrocities committed in southern Israel on Oct. 7. Initial empathy for the murder of 1,200 people and the kidnapping of civilians soon flipped in favor towards the Palestinian population of Gaza, as seen in worldwide rallies, protests and even violent incidents.
Can Super Bowl ads reduce antisemitism and increase pro-Israeli sentiment?
Apparently, the answer is yes. Israel has had a brand problem, with the facts and odds stacked against them. This was made all the more clear with the start of the war against the Hamas terrorist organization in the Gaza Strip following the atrocities committed in southern Israel on Oct. 7. Initial empathy for the murder of 1,200 people and the kidnapping of civilians soon flipped in favor towards the Palestinian population of Gaza, as seen in worldwide rallies, protests and even violent incidents.
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