Bennett's branding mistake from 2019 is why we are still in the election campaign

"What should I do?", Bennett sat me in a closed room with a page and a notebook, just him and me.

"Nothing," I replied, "you must not enter it. It will lower you on several levels."

But Bennett insisted on a move that did him marketing damage, in the end.

It all starts and ends with marketing?

Strengthen Yeshurun

03/07/2022

Sunday, 03 July 2022, 13:37 Updated: Monday, 04 July 2022, 01:01

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3 and a half years ago, a new brand was born in Israel called the "New Right", and like any brand, it also tried to tell its story among countless ideas and messages that wash over us.

I was then part of the campaign team that opened with a loud shout and ended in resounding failure.

Amit Segal recently wrote that in a parallel world where the new right was not missing 1,400 votes in the same round of elections, Bennett was now a deep senior minister in the third year of the most stable Netanyahu government ever.

The fall of Bennett and the new right below the blocking percentage is actually the founding event that brought us into the reality of a fifth election in three years.

The same crash did not come just because of Netanyahu's traditional feast.

It was mainly due to Bennett's severe branding mistake that we all need to learn from.

The movie we forgot to return

A few days ago a CEO of a small and ambitious brand called me to offer me a collaboration. For a few minutes he told me what his company was doing, but I was not pleased to admit that I did not understand half of the terms coming out of his mouth. "Who is your main competitor? "I asked him, and then he dropped the token that he had been speaking Chinese to me all this time." I am indeed smaller than him, "he continued after noting a brand that is familiar in every home in Israel

, This is how it is. "It's like a signatory from Ali Express", "It's the Babylon Dan of Haifa", "It's like Netflix only with glitches". .

Bennett and Feiglin: Wars in the Movies (Photo: Image Processing, Reuven Castro)

Just as brands need to keep a promise ...

Bennett also used this method at first, and it went not bad at all.

He made sure to declare that the new right is like the Jewish home, only without surrendering to the rabbis.

And in terms of the big ambitions - the new right is like the Likud, only without surrendering to terrorism.

A day will come, Bennett said, and we will be the governmental alternative in the State of Israel.

The euphoria of the 14-15 seats he and Shaked received in the first two weeks lasted until he realized that his branding was jumping over the belly button.

This belly button is called Netanyahu, and he does not like being tickled on the right.

Still sharp and optimistic, Bennett picked up the next wall on which to brand his branding nails - Benny Ganz.

Who was the chief of staff who stood between him and the destruction of the tunnels at Eitan Cliff, and now aspires to reach the Ministry of Defense that Bennett so longs for. This is what I will do when I grow up, Bennett shouted in all the studios and videos.

Parties in Israel should be measured in dog years.

During election campaigns, they are a wolf on speeds.

While Bennett is sharpening his branding and positioning as an "all-Israeli right-wing party that will maintain national security," the stars have reorganized, Gantz has reunited with Lapid, and the election campaign has turned into a huge duel between the Likud and Blue and White.

Suddenly, all of Bennett's branding has become blatantly irrelevant, and he has a month and a half to reinvent himself in a nightmare of right-wing parties of all shades that Bennett has not counted until then: Israel Beiteinu, the Union of Right-wing parties, all of us, a bridge and worst of all - identity, surprise The election.

A month before Election Day, the new right is dropping to a single-digit number in polls, and the media is talking about a new messiah with a beard, glasses and a Steve Jobs golf shirt.

When we're in "Auntie" the campaign will already go up, even when the creative is not really sitting still

"What do I have to do to get voices from Feiglin?", Bennett sat me in a closed room with a page and a notebook, just him and me.

"Nothing," I replied, "you must not enter it. It will lower you on several levels."

Bennett seemed very concerned about the situation.

He can not get into Bibi, he no longer really challenges Gantz, from Kahlon he already believed he took it all, and only Feiglin declares he is more right-wing than Ben Gvir, more liberal than Lieberman, more of a startup than Bennett, aspiring to be a ruling party and clinging to him in polls.

No matter how much I explained to Bennett that this would be a serious mistake, he insisted that I write the video that hurt him more than the fascist video and the infamous pigeon video - the grandmother video.

A video in which an actress playing Feiglin's grandmother, who signed the statement "the right-wing bloc interests my grandmother", warns of her grandson who may go with the left.

This video did not get exposure in the general media or a parody in a great country, but certainly did the job in right-wing districts,

And opened a front in front of Feiglin who invited Bennett and Shaked to confrontations and released against them a variety of videos that caused an ongoing duel of the two parties to the last line.

On Election Day, Bennett and Feiglin arrived exhausted.

Nothing was left of their branding two weeks or two months earlier.

You wanted to replace the Likud and you replaced Aguda and Degel HaTorah in their bad years.

The book I decided to shelve

Since then, Bennett has managed to form a government with the left and stand at its head, as he warned Feiglin would do.

His and his party's branding has changed so many times, from the state right to Mr. Livelihood, Bennett has remained mostly loyal to the momentary and short-term branding strategy. And aspirations must depend solely on the positive, the stable and the big, and not on temporary caprices and fleeting trends

. Leo Burnett "and participates in" Expert Opinion "at Walla! Marketing and Digital

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