Israeli Election Campaigns Rated by Branding Experts

As Israeli citizens prepare to vote, branding experts have analyzed the current election campaigns, evaluating their effectiveness in capturing public attention and persuading voters. Saar Friedman, founder and chief creative officer of Open branding agency, noted that political branding, like business branding, centers on the individual candidate, with agencies refining and amplifying their personality and aspirations. He added that the current election takes place in a highly charged Israeli reality, making it difficult for candidates to detach from national codes and sentiments.

Branding and strategy managers from leading Israeli firms assessed various party campaigns, focusing on what works, what doesn't, the narrative each party presents, and what they would do differently. They also assigned scores to each campaign. The Likud party, led by Benjamin Netanyahu, received a score of 6/10. While recognized as a strong, long-standing brand with a significant logo, its campaign's focus on fear and the consequences of opponents winning leaves little room for discussing achievements or future plans.

The Yachad party, led by Gadi Eisenkot, scored 8/10. Experts praised its clear narrative of positive action, integrity, and values, with the name itself signifying its approach. The campaign's focus on healing and rebuilding offers an alternative to mere criticism, and its blue-and-white visual language with a Star of David emblem conveys a clear Zionist message.

Naftali Bennett's Yachad party received a 7/10. The campaign successfully turned a political constraint into a brand concept, with the connection between Bennett and Yair Lapid forming the basis of the name and promise. The slogan "We will fix" effectively communicates a need for management and national repair. While the visual identity uses colors associated with Yesh Atid, it lacks a strong iconic element and uses generic fonts, facing the challenge of establishing an independent brand identity.

Benny Gantz's Blue and White party was rated 4/10. Experts found the campaign surprising for a party struggling for relevance, as it seemed to assume Gantz was still a natural national leader. The messaging focused on past achievements rather than providing new reasons to vote for the party in the future, despite a consistent and state-like branding.

The Religious Zionism and Otzma parties, led by Bezalel Smotrich, received a 7/10. Despite losing votes and falling below the electoral threshold due to the conscription law issue, the merger saved them. The parallel campaigns prominently feature the leader and use predictable slogans. While the language is described as banal, its rigidity is seen as creating a sense of stability, with "boring is safe" in politics being a success factor.

The Reservists and the Economy party, led by Yoaz Hendel and Yaron Zelekha, scored 4/10. Experts felt the combined entity was less than the sum of its parts, criticizing the conventional and simplistic graphic design that failed to appeal to their younger target audience. Instead of a bold, innovative brand, they opted for a solid approach that got lost in the general noise.

Atara Biler, a senior branding strategist, assessed the Democrats party, led by Yair Golan, at 5/10. The slogan "Without the Democrats, there will be no democracy" was deemed understandable but conservative and sleepy, suggesting the party would struggle to attract floating voters without being sharper. Itamar Ben-Gvir's Otzma Yehudit party also received a 5/10. While the name effectively conveys the party's values, the slogan "Judaism. Truth. Way." is considered weak. The use of orange in the logo provides differentiation, but the campaign repeats familiar messages without much innovation.

Sharon Rahav, co-CEO of Studio 0304, reviewed Avigdor Lieberman's Yisrael Beiteinu party, giving it a 5/10. The party maintains a consistent visual identity within familiar political codes, with Lieberman being its main asset. However, removing him would leave little else uniquely associated with the party, suggesting the campaign strengthens the brand more than it promotes it.

The Joint List, headed by Yousef Jabareen, scored 6/10. The merger created a distinct language using turquoise, black, and white, with bilingualism in Hebrew and Arabic being its most interesting asset, expressing partnership. However, this partnership needs to translate into a clear promise for daily life. The typography is strong but lacks hierarchy, and recent additions to the logo are seen as decorative elements that weaken its decisiveness.

Amit Hameir, founder and CEO of 'Shloshet Ha'Dubim', evaluated the Shas party, led by Aryeh Deri, at 8/10. Shas is described as one of the biggest marketing success stories in politics, a stable and conservative brand maintaining consistent relationships through anchors like "Six Orders" and the figure of Maran. The party does not advocate for major changes but excels at maintaining a clear identity, successfully restoring value to a marginalized identity and empowering the Haredi-Sephardi public.

Ofer Winter's Am Israel party received a 4/10. Described as a young brand still forming its identity, its foundational documents emphasize "sovereignty" and "decision." Initially positioned as the new face of the right for those disappointed with Netanyahu, Winter's declaration to recommend Netanyahu and sit with Haredi parties created a strategic trap. Voters see it as a repeat of a general entering politics without offering real change on issues like the burden of equal service. The distinctive "Givati purple" stands out, but the typography is dull, and the use of "Am Israel" attempts to appeal to the national camp without offering a new message.