View all NBN conference posts in order:
(1) Liveblogging Nefesh B'Nefesh JBlog Conference - First Panel (Part 1)
(2) Liveblogging Nefesh B'Nefesh JBlog Conference - Bibi
(3) Liveblogging Nefesh B'Nefesh JBlog Conference - First Panel (Part 2)
(4) Liveblogging Nefesh B'Nefesh JBlog Conference - Pro-Israel Branding (Plus: Funnyish Standup Comedy)
(5) Liveblogging Nefesh B'Nefesh JBlog Conference - Second Panel

20:46 - Thank you, sir, for concretely illustrating some of the reasons why Israel has a public image problem. The scattered applause - that was really good on an international podcast that's getting 10K-plus viewers.

20:45 - "This is passion." Well-played.

20:41 - "Hi - I'm a rightwing pro-Israel blogger. You've just presented a ton of data on why constantly emphasizing political ideology is counterproductive. I wonder if you can help me better articulate my rightwing ideology and tie the Israeli government to it."

20:33 - The MFA's ability to successfully utilize their data totally aside - this focus group is really interesting. Among other things, it demonstrates that my very enthusiastic support for mass marketed bikini-clad Israeli models is the very height of sophisticated and nuanced diplomatic strategizing.

20:32 - FYI - she's talking about subliminal focus group techniques and getting a lot of grumbling from the crowd. That's unfair - so-called "projection techniques" are a very common and a pretty robust way of milking focus groups.

20:31 - Focus group data. This could actually be really good. Danger sign: it has now been claimed that a focus group successfully came up with the names of 40 different countries. I'm highly skeptical.

20:30 - "Others will define you if you don't define yourself."

20:25 - I just realized that these are the kinds of Powerpoints that guide the Israeli MFA's diplomacy and public outreach efforts. That clarifies much that has confused me in recent years. If you're actually interested in branding, use the next 15 or so minutes on this. It's - ummm - better.

20:20 - Her argument: "when you choose a brand, you have to encapsulate the good and the bad." Her evidence for encapsulating negative stereotypes: promotional campaigns that emphasize "you can totally get laid in Vegas" or "you can be totally hard core in New York." For 5 extra credit points, who can explain to the class where this argument went awry?

20:17 - "It's as important to be relevant and attractive as it is to be right." Absolutely correct. I wonder if this presentation is going to end up taking credit for this totally awesome MFA campaign. Because that would significantly alter my opinion of this presentation.

20:15 - Oh - I was wrong. The MFA's failure isn't because they're not spinning. It's because they think that a lack of knowledge is the source of anti-Israel sentiment. Not to put too fine a point on it, but: no it's not.

20:13 - She's happy because Israel is nowhere near as successful or popular globally as it should be - because there's plenty of room to improve. Which is nice and all - but hasn't it been her job for almost two decades to make Israel successful and popular? Because if that's been her job, that would seem like a really silly rationalization.

20:10 - An 18-year veteran of the Israeli Foreign Minister. She's in charge of "presenting Israel abroad." She seems like a real dear - but, they've been kind of sucking at their job. Do you think that her lack of success has anything to do with her belief that the MFA can win precisely by not "spinning." But she's promising that they've got a whole new approach - so fingers crossed.

20:06 - Remind me again: random spamming will make you popular or unpopular? Still: energetic.

20:05 - Will someone please explain the waffle maker jokes to me? I honestly don't get them. And I also suspect that all the people who are pretending to get them aren't getting them.

20:04 - "Take stuff to Israel for me." OK: funny.

20:03 - Jewish humor. Time for me to check out because every reaction will be "I don't get it, but I'm pretty sure that I'm not a fan of at least some of the people who laughed."

20:00 - "And then they said to me: who the hell are you?" Hmm.

19:55 - It is a universally-held principle that making fun of the guy who's up there telling jokes is a dick move. Still: jokes about Wordpress? Dunkin Donuts coffee? What would happen if someone lied to TSA?