5
The Palestinian Branding Problem
"When it comes to winning modern wars, a robust marketing campaign is as important as a military campaign. But while Israel has long been aware of this, the Palestinians have never been quite so PR-savvy."
Israel has figured out how to brand bombing civilians ("We're defending ourselves against barbaric savages who want to be destroyed!") but Palestine has yet to figure out how to brand its OWN civilian killing. I'm sure they'll figure something out.
The key is finding a war's unique brand personality.
We haven't seen a semantic struggle like this in international politics since the great "genocide v ethnic cleansing" fight of '94. The victor is as clear now as it was then: Nobody.
You're only wrong if you lose.
Outside America (and the swankier parts of America Jr) the Palestinians have been winning the PR war for ages.
The fact this is in the Guardian just underscores the success of the "loveable murderous underdog" brand the Palestinians have worked so well for so long.