The Marketing of Places in Crisis: A Practitioner's POV
Ambassador Ido Aharoni, member of APCO’s International Advisory Council, serves as global distinguished professor at New York University’s School of International Relations in the Faculty of Arts and Science. Ambassador Aharoni is a 25-year veteran of Israel’s Foreign service, a public diplomacy specialist, founder of the Brand Israel program and a well-known nation branding practitioner. Ambassador Aharoni, who served as Israel's longest serving consul-general in New York and the tristate area for six years, oversaw the operations of Israel’s largest diplomatic mission worldwide.
In September 2007, Aharoni was appointed to serve as the nation's first head of brand management in Jerusalem, designed to improve Israel's positioning in the world by highlighting its relative advantages and increasing its relevance.
In 2002, Aharoni initiated the inclusion of Israel in the BAV (Brand Asset Valuator), the world's largest database on brands maintained by advertising giant Y&R (Young and Rubicam). Later that year, he convened the Brand Israel Group, an independent group of marketing and branding specialists, thus creating the foundation to what would later become the Brand Israel Program. In 2014 Aharoni initiated the creation of the “Best Countries Index” published annually by U.S. News & World Report. The index is unveiled yearly at the World Economic Forum in Davos.