In which anything involving Arabs, Islam, or the Middle East exists in the background and unimportant in the everyday life and as if any one cares about Israel's material accomplishments. Israel is in the Middle East and brand Israel is associated with one thing in most people's mind: The Arab Israeli Conflict in general, and the Occupation of the West Bank specifically. Israel and Israelis could make a good case for their behaviour but if would involve forgetting about ideology and speaking directly about "The Conflict" and the so-far efforts to resolve it and why they have failed.
U.S., allies conduct 20 air strikes in Syria and Iraq against ISIS, says U.S. military (Reuters)
from the article: 'People are laughing at you': U.K. expert on Israel's PR effort