Branding Israel for PR Does More Harm Than Good

Such an absurd reduction of the Israeli story renders it nothing but, in the words of the Bard, 'a tale told by an idiot, full of sound and fury, signifying nothing', says Scott Copeland.

Scott Copeland
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Scott Copeland

The cosmopolitan Israeli city Tel Aviv - with more than 100 sushi bars - has joined Tokyo and New York as a world capital for raw fish delights. Israeli models are prominently featured in the Sports Illustrated Swimsuit issue. Gap, H&M, and Nike can be found in Tel Aviv and Jerusalem just as easily as they can be found in Manhattan or London.

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