Brands Respond to Attack on Israel

Israel has been impacted by a tragic attack that defies description. The rest of the world continues to react and respond. What follows is reporting of how brands have responded and showing their support of Israel.

The attack on Israel

The attack this past Saturday on Israel by Hamas—the Islamic Resistance Movement—is being compared to the terrorist attacks of 9/11 and the bombing of Pearl Harbor in 1941. In one single day, this tragedy has marked the greatest destruction to the Jewish people since the Holocaust. News and updates appear by the minute. In many situations, however, the content that is being presented as news has proven to be false and only accentuates the ongoing devastation.

The divide in responses

The crisis in Israeli has resulted in divided responses among businesses and organizations throughout the world. Jonathan Greenblatt, CEO of the Anti-Defamation League, criticized companies in the United States that have been ignoring the attack and ongoing strife, calling this “disappointing at worst, disastrous at best,” as quoted to CNN. There are, however, businesses that have declared solidarity with Israel, which include JPMorgan Chase and Hewlett-Packard, among others. And the advertising sector, which is based on catching people’s attention through imagery and memorable phrasing, is also showing visible support.

Brands show support for Israel

Among the more well-known brands that are helping promote Israeli’s cause at this time include:

  • American Eagle. Earlier this week, clothing brand American Eagle—which owns a billboard in Times Square in the heart of Midtown Manhattan—used this space to display the Star of David in a direct and strong show of support to Israel.
  • Eli Lilly and Bristol-Myers Squibb. For the sake of making medications available to Israeli citizens in need of aid, the offices for these pharma brands will remain open, but will be closely watched and monitored to ensure the safety of their employees.

As stated by Adrianna Moore in Personal Branding: These initiatives highlight the power of brands as agents of social change and demonstrations of unity.

May more businesses and organizations apply their own strengths and assets in the defense and support of Israel.