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  • Writer's picturemichal yogev

National vs. Brand Values in Contemporary Israel


Brand Values


May holds immense significance in Israel. It's a month packed with events that evoke deep reflection and national pride. These events include Holocaust Remembrance Day, Memorial Day, and Independence Day, which collectively form a poignant narrative of Israel's history and identity. Holocaust Remembrance Day, observed on the 27th of Nisan, commemorates the six million Jews who perished in the Holocaust. Memorial Day, or Yom Hazikaron, honors the memory of Israeli soldiers who sacrificed their lives in defense of the nation, as well as victims of terrorism. Independence Day, or Yom Haatzmaut, marks the establishment of the State of Israel in 1948. It is a joyous celebration of freedom, sovereignty, and national identity.


In the past year, amidst the heartache and turmoil, these sacred national values have been tested and reaffirmed. The challenges of the present have reignited the flame of patriotism and strengthened the resolve to uphold the values upon which Israel was founded. As Israelis reflect on the past and confront the realities of the present, we are reminded of the enduring principles that guide our nation and inspire us to strive for a better future.

Undoubtedly, national values have evolved. While ideals like Zionism, pioneering spirit, and equality were instrumental in establishing the state, they may have somewhat faded in contemporary society and gave way to brand values such as capitalism, sustainability, social responsibility, unity, and tolerance have taken center stage in public discourse.

Are national values such as "love of homeland" retro in today's terms? If they are prompted during the complexities of our current times, where do they go during peaceful times? What fills their void during peace? One question arises:

Do brand values replace traditional values during periods of calm and prosperity?

This is a complex question without a definitive answer. Historical and national events and conflicts indeed have and still are shaping our identity as a society and their impact is deeply rooted within us, however, most of our lives are conducted in times of peace. Our daily lives, especially in the modern era, are characterized by economic pursuits, work, and community engagement.


As we return to our daily lives, new values emerge, often associated with various brands, and fill in the void of national values. It seems as if in turbulent times, external factors may rekindle our connection to sacred traditional national values, whereas in peaceful and prosperous times, individuals may lean towards modern values as portrayed by leading brands such as individualism and self-fulfillment, often promoted.


Historical and national events and conflicts indeed have and still are shaping our identity as a society and their impact is deeply rooted within us, however, most of our lives are conducted in times of peace. Our daily lives, especially in the modern era, are characterized by economic pursuits, work, and community engagement. As we return to our routine daily lives, new values emerge, often associated with various brands, and fill in the void of national values.

Do we distinguish between "sacred" and "secular" values?

Navigating the interplay between these sacred traditional national and contemporary brand values is a delicate act that offers opportunities for dialogue, reflection, and evolution—both individually and collectively. Critically examining the values upheld by brands and traditional national institutions can illuminate how they shape our identities and behaviors in times of conflict and peace.

Breakthrough Thoughts

As a nation balancing existential battles, entrepreneurial spirit, and evolving societal norms, our values intertwine sacred national ideals with brand values. These values will continue to reshape us individually and collectively. The proportions will continue to sway with reality.


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