Marketing the Haifa Technion as a World-class Center For… Hip-hop

Forget Nobel Prizes. The esteemed Haifa institute of technology is trying to rebrand itself as a place that attracts not just the best and the brightest, but also the coolest.

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The Technion has a bit of an image problem, and Peretz Lavie, the president of Israels esteemed institute of science and technology, is the first to admit it.