The document discusses branding and logo design for Jewish organizations. It provides three case studies of evolving branding strategies for Reuven Mass Publishing, Beit Daniel, and Beit Avi Chai. Common tips discussed include that a logo is not just a visual but represents underlying values; consistency is important but designs can be tweaked; and Jewish brands are similar to other brands but may "kvetch" or complain a bit more.

1. Look, Feel & Spiel
An Introduction to (Jewish) Branding
Dov Abramson // June 2009
for PresenTense Institute
www.dovabramson.com

2. What is branding?*

3. *OK, we're gonna skip that whole part.

4. A brand is not a logo.
It's a set of values.*

5. *Yeah, but today we're gonna talk mostly about
the visual aspect.

6. Logo

7. A logo does not
have to be brilliant.*

8. *but it helps.

9. Logos are overrated.*

10. *but don't underestimate their importance.

11. There is no substitute for
powerful brand penetration
(AKA money).*

12. *but small and clever can work, too.

13. Consistency is key.*

14. *but it's OK to tweak.

15. Look & Feel

16. “I want that ‘Apple’ look”.*

17. * “I also love the work that Coca Cola,
Nike and Facebook have been doing”.

18. Meet your secret weapon:
common sense.*

19. *this one doesn’t even need an asterisk.

20. Don’t ask around too much.*

21. *or only ask people who say “yeah, that’s a great idea”.

22. Never start with the
business card.*

23. *even though that’s what you need by tommorrow
because you’ve got this big meeting etc. etc.

24. You can get used to anything.*

25. *try saying“Yediot Achronot” three times.

26. A Jewish brand is just like
any other brand.*

27. *it may just kvetch a little more.

28. Evolving / Dynamic
Branding
Three Case Studies

29. Case Study I:
Reuven Mass Publishing

38. Case Study II:
Beit Daniel

43. ‫יהדות מתקדמת בתל אביב-יפו‬
‫בית דניאל‬
‫קהילה יהודית תל אביבית‬
‫משכנות רות דניאל‬
‫בית הארחה, מרכז תרבות וחינוך‬

49. ‫בית דניאל‬
‫קהילה יהודית תל אביבית‬
‫משכנות רות דניאל‬
‫בית הארחה, מרכז תרבות וחינוך‬

53. Case Study III:
Beit Avi Chai

59. ‫יהודית ומה שביניהן‬ ‫מוסיקה ישראלית, מוסיקה‬

61. www.dovabramson.com
dovabr@netvision.net.il