Joanna landau, founder & CEO of Vibe Israel, a nonprofit organization leading initiatives to strengthen Israel’s brand in the world and connect millennials with Israel, provides an insightful overview and analysis of how Israel’s image can be improved. Looking at Israel as a brand, just like any other country, company or product, she looks at the three fundamental aspects of brand and image management – market, message and method – and shows how we could, and should, be looking at this whole matter differently. The lecture includes research about perceptions towards Israel which is no available online, and is as eye-opening as it is entertaining. Approximately 1 hour including Q&A. Joanna has lectured to a variety of audiences, large and small, and was the keynote speaker at the Government Press Office’s annual event with the foreign press, which included Q&A with the Prime Minister of Isreal.