By COLlive reporter
It’s not every day that a leading advertising firm and a public opinion research company in Israel join forces with a Chassidic movement whose sole mission is to market the truth.
Shalmor-Avnon-Amichai and Machon Smith have both worked with Lubavitch Youth Organization in Israel in the past year on the image of Chabad, Lubavitch and the Shluchim.
“Chabad was suffering from a lack of branding since each branch in Israel created his own logo,” said Zev Ravid, Vice President of Branding at Shalmor.
“In the process of the branding effort, we made sure that Chabad remains true to who they are, and it should not seem like they are dressing up in a new costume.”
For that, Ravid says, he has worked with a committee of Shluchim to create a single language, logo and slogan, translated as “Whole-heartedly to Everyone.”
Rabbi Sholom Glitzenstein, a Shliach in Tel Aviv who initiated the project, noted that some $443 billion was spent this past year by companies around the world on branding.
Ashkelon Shliach Rabbi Moshe Peles noted how Gimbels was an iconic American department store in the 70’s although they only had 53 branches.
He said that at a Farbrengen in 5749, California Head Shliach Rabbi Shlomo Cunin brought a donor to hand the Rebbe the keys to the first center called “Chabad House.”
Peles says the Rebbe asked, “to which Chabad House does this key belong to?”
The donor answered: “There is only one Chabad House.”
The Rebbe replied, “Don’t be so modest. There will be many of them and you should call them all with the same name, like Gimbels. When someone travels to another city he already knows which store to look for and what product they will have. The same will be with Chabad Houses that will spread around the country from the west to the east.”
Another development presented at the Kinus Hashluchim in Israel was a poll conducted by Rafi Smith among 800 Jewish residents in Israel – half consider themselves “secular” and the other “traditional.”
Asking what is the level of identification with religious groups in Israel, Chabad came in third after modern-orthodox and reform among “secular Jews” and second after modern-orthodox among “traditional Jews.”
20% of “secular Jews” and 38% of “traditional Jews” visited a Chabad House out of Israel in the last 5 years, comparing to 10% and 22% that visited a Chabad House in Israel.
For the full poll – click here