Israeli Officials Using Madison Avenue PR Companies To RE-Brand Country's Image...

Israel's international image is hurting, and the country's top officials have turned to the wisdom of Madison Avenue in a bid to "re-brand" their product.

Israeli Foreign Minister Tzipi Livni met with public relations executives, branding specialists and diplomats in September in Tel Aviv to brainstorm about improving the country's image by using the marketing insights first developed to sell peanut butter and Pontiacs.

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