This here is the first of many posts about branding and identity of Jewish organizations. I should write hopefully, because if I get a weak response, I’m going straight back to redoing the flooring in my parents crystal meth lab. With all the money poured into research and consulting, I’m curious to see tangible and concrete ideas. No more statistical bs, theories, or formulas. This isn’t rocket science. Every business, NGO, even some people (think Kobe Bryant) have establish a brand. So here’s the game my friends, in 4 easy steps!
So to start things right, let’s pick: Hillel.
Through my own experience, Hillel comes up with new taglines and missions fairly often. Meaningful Jewish experiences, Connecting Community, others that I couldn’t locate on their website. Shame. They’re probably more telling than ‘Foundation for Jewish Campus Life.’ But it looks like each Hillel adds their own copy giving a local spin on the Mission. Ex: ‘Empowering a vibrant community,’ (UCLA) or ‘Develop leadership potential and express Jewishness in many traditional and creative ways.’ (IU) Berkeley Hillel’s mission is more blunt: ‘A place for students to put down their heavy bags after a long day and philter through the refrigerator.’ Sounds delicious. So Hillel has been called tons of things. But what exactly is their message, and how effective is Hillel in getting that message across? In your mind, what the hell does this organization stand for?
I’m throwing down some more questions, just in case you don’t do well with the rants that typify most of my writing. And I promise, these will get better as time goes on. Feel free to ask your own too, and answer what interests you. Go off on tangents. Who cares. It’s the INTERNET. We’ve not using paper.
And I should say that I’m not being paid by or connected to Hillel in any way. I’m doing this to satisfy my own curiosities. But yes, I do want this to be read and looked at. We’ve gt the medium…So let’s use it wisely.