First publication: The new name of the war proposed by Prime Minister Netanyahu is the product of long-term staff work that began already in the second week of the war by civilian bodies.
Israel Hayom learned that the work was led by civilian entities, including Prof. Yedidia Stern, together with branding agencies (including OPEN), and branding experts from Israel and abroad. The work was done with the understanding that branding war in the modern era is very important both in terms of international legitimacy and international law, and was presented to the National Information Headquarters.
IDF Spokesperson
The thinkers of the name "Beresheet" have met in recent weeks with Prime Minister Netanyahu's people, as well as with Benny Gantz, chairman of the state camp, and other politicians involved in the war. The group, which remains mostly behind the scenes, presented elected officials with a presentation obtained by Israel Hayom with explanations about the name "Beresheet."
Among other things, it states that the name Beresheet was chosen because it is a universal term recognized throughout the world and its messages are clear: the creation of a new reality, the separation between light and darkness, between good and evil, between barbarism and civilization. He also connects to the Abraham Accords, which show that cooperation between Jews and Arabs is possible, talks about the individual's sphere of choice, and to top it all off, Black Sabbath was the Sabbath on which the beginning of the portion of Genesis was read.
Netanyahu with the fighters in the northern Gaza Strip, photo: Roy Avraham/GPO
In a conversation with Israel Hayom, Prof. Yedidia Stern, who was part of the team that formulated the idea, said that "the name Beresheet looks at the war not only from the angle of the disaster but also from the angle of construction."
It was recently reported that the additional names proposed are October 7, the Gaza War and the Simchat Torah War, but so far no official official decision has been made regarding the chosen name.
IDF fighters in Gaza, photo: IDF Spokesperson
Sources familiar with the matter said this week that the name of the war and the messages surrounding it have an impact on international legitimacy, and will convey that the war is not local to Israel but to the entire free world.
The presentation also includes branding language, logos and merchandise for soldiers in the field, along with a historical overview. The goal, as defined in it, is "to create an umbrella brand that will connect the people of Israel and unite them around the whole idea," and as those who watched the presentation from among the decision makers told Israel Hayom: "'Beresheet' is like the name of a series: Season 1 is Gaza. Season 2 is Lebanon. Season 3 is Yemen and Season 4 is Iran."
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