"If you look at Israel like a company, we have a very strong crisis management department, but no marketing," says Joanna Landau, the founder and executive director of Kinetis Ltd., a grassroots organization that seeks to boost Israel's image in the world.
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Shying away from old-fashioned hasbara, it attempts to highlight the many things Israel has to offer to the world. If Paris equals romance and the U.S. equals freedom, she says, Israel equals innovation.
Landau is aware of Israel's problems, but sees the glass half full: There are many benefits to the conflict, she argues; Israel owes its vibrant, creative atmosphere to the endemic political uncertainty.