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Discover the Fastest and Most Effective Way to Inspire the Next Generation About Israel in the Digital Age — and Why it is an Essential Key To Securing the Future of the Jewish People
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Joanna Landau presenting “Ethical Tribing” to President Isaac Herzog

Praise

“This book offers a paradigm-shifting, creative approach to addressing some of the most acutely pressing questions facing the Jewish people today. It deserves to be widely read and meticulously applied.”
Isaac Herzog
President of the State of Israel
“Just as the mavens of past millennia translated the stories of Torah so that they could be understood by the Jewish people, Joanna and Michael have written the digital road map for all of us to translate the stories of Israel and Jewish life for the Next Generation. We should be grateful to them and follow that road map.”
Jeffrey Solomon
President, Andrea and Charles Bronfman Philanthropies
“Finally, a smart, methodical and well thought out marketing strategy for strengthening Israel and the Jewish people in the age of social media!”
Fleur Hassan-Nahoum
Deputy Mayor, Jerusalem
“In a Jewish world too caught up in yesterday’s paradigms, Landau and Golden boldly take the Israel Conversation into the 21st century. Their vision of Ethical Tribing is thoughtful, compelling, inspiring and well-suited to an increasingly lost next generation — as well as their parents.”
GIL
Professor Gil Troy
Author, The Zionist Ideas
“This is a must read!  With the rise of social media, Ethical Tribing plainly lays out why and how Israel's supporters need to focus on positive storytelling. The data is clear that this is how to challenge people's pre-existing views and expand their knowledge of Israel and Israelis.”
Amy Friedkin
President, ISRAEL21c, Past President, AIPAC, Lifetime Pro-Israel Advocate
“In many ways, Israel is a misunderstood country, Landau and Golden do a masterful job of laying out a durable social media plan to deal with this challenge in a non-confrontational manner and attract young people around the world to the reality of the country. There is no question that Israel needs this kind of more proactive approach in order to improve its national brand name”.
David Reibstein
William S. Woodside Professor of Marketing, The Wharton School of the University of Pennsylvania
"Gen Z’ers are smart, savvy and digital-first. Ethical Tribing offers invaluable guidance on how to reach them, which is especially important as their global influence increases every day."
Ryan Jenkins,
Wall Street Journal Bestselling Author of Connectable: How Leaders Can Move Teams From Isolated to All In and The Gen Z Guide
“This book offers a paradigm-shifting, creative approach to addressing some of the most acutely pressing questions facing the Jewish people today. It deserves to be widely read and meticulously applied.”
Isaac Herzog
President of the State of Israel
“Just as the mavens of past millennia translated the stories of Torah so that they could be understood by the Jewish people, Joanna and Michael have written the digital road map for all of us to translate the stories of Israel and Jewish life for the Next Generation. We should be grateful to them and follow that road map.”
Jeffrey Solomon
President, Andrea and Charles Bronfman Philanthropies
“Finally, a smart, methodical and well thought out marketing strategy for strengthening Israel and the Jewish people in the age of social media!”
Fleur Hassan-Nahoum
Deputy Mayor, Jerusalem
“In a Jewish world too caught up in yesterday’s paradigms, Landau and Golden boldly take the Israel Conversation into the 21st century. Their vision of Ethical Tribing is thoughtful, compelling, inspiring and well-suited to an increasingly lost next generation — as well as their parents.”
GIL
Professor Gil Troy
Author, The Zionist Ideas
“This is a must read!  With the rise of social media, Ethical Tribing plainly lays out why and how Israel's supporters need to focus on positive storytelling. The data is clear that this is how to challenge people's pre-existing views and expand their knowledge of Israel and Israelis.”
Amy Friedkin
President, ISRAEL21c, Past President, AIPAC, Lifetime Pro-Israel Advocate
“In many ways, Israel is a misunderstood country, Landau and Golden do a masterful job of laying out a durable social media plan to deal with this challenge in a non-confrontational manner and attract young people around the world to the reality of the country. There is no question that Israel needs this kind of more proactive approach in order to improve its national brand name”.
David Reibstein
William S. Woodside Professor of Marketing, The Wharton School of the University of Pennsylvania
"Gen Z’ers are smart, savvy and digital-first. Ethical Tribing offers invaluable guidance on how to reach them, which is especially important as their global influence increases every day."
Ryan Jenkins,
Wall Street Journal Bestselling Author of Connectable: How Leaders Can Move Teams From Isolated to All In and The Gen Z Guide
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about the book

The Jewish People today face a new and different kind of threat to their long-term survival: a next generation that is less connected to both Israel and Jewish identity. Ethical Tribing offers a timely solution to this challenge: a counterintuitive strategy, based on the sciences of influence and social media communication, to reclaim global appeal and appreciation for Israel.

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Reviews

Author

Joanna Landau

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JOANNA LANDAU is a recognized expert in country branding and influencer marketing. She founded and is the President of Vibe Israel, a Tel Aviv based nonprofit that pioneered harnessing the power of digital influencers to share Israel’s story with the world.

Joanna is a governor of Tel Aviv University, a member of the International Education Committee of Taglit-Birthright, and a Director of Tel Aviv Global & Tourism. In 2017, Joanna was chosen by Forbes Israel as one of the fifty most influential women in Israel, and in 2022 she was the Forum Dvorah Foreign Policy Award recipient.

Joanna was born in London and moved to Israel with her family when she was 5 years old. After serving in the IDF as a paramedic, she read law at Cambridge University where she gained BA and MA degrees. Joanna also holds an MBA, cum laude, from Reichman University in Israel.

She worked as a lawyer in the high-tech industry and established two Internet start-ups before founding Vibe Israel and serving as its CEO for a decade. She currently works as a consultant and public speaker on all matters relating to Israel’s global image. She lives in Tel-Aviv with her husband and three children.

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Author

Michael Golden

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MICHAEL GOLDEN is a national-award winning journalist, author and social changemaker. He is the cofounder of One Million Degrees, Newsbound, and Complete the Degree, and his work has helped thousands of under-resourced community college and four-year university students to graduate and launch careers.

Michael is the author of Write or Die and Unlock Congress — a nonpartisan book geared toward repairing the defective lawmaking process on Capitol Hill. His social and political commentary have been featured in The Washington Post, NY Daily News, Chicago Tribune, USA Today, The Wall Street Journal, NPR, PBS, FOX News, and many others.

Michael began his career working as a television news reporter. His investigative features earned him honors from the Edward R. Murrow Awards, the Society of Professional Journalists and the Associated Press.

In 2000, Michael entered the world of politics, serving as a campaign manager and communications strategist on races for the White House, US Senate and House, and Mayor of Chicago. Michael earned his BA from Indiana University and his MS from DePaul University.

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Press

‘Ethical Tribing’ is a Public Relations Playbook For the Future of Israel Advocacy - a book review by Brian Fishbach of the Jewish Journal.
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‘Ethical Tribing’ Lays Out New Vision for Positively Engaging the Next Generation - an interview by the Combat Antisemitism movement with Joanna about the book.
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A digital-era blueprint to connect the next generation to Israel - a book review by Sam Halpern of the JPost.
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Why I choose, and will continue to choose, Israel - excerpt from Joanna's Story in the Foreword(s).
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Vibing and Tribing - Jewish Chicago magazine interviews Joanna and Michael about the book.
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If You Want to Defend Israel, Start Thinking Like a Marketing Executive - excerpt from Chapter 3: The Supermarket of Nations.
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In times of crisis, social media is the least effective platform for effective Israel advocacy - excerpt from Chapter 8: Crisis Deflation
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Nachshon Took a Leap of Faith. Now, It's Our Turn - Excerpt from the Introduction of Ethical Tribing, published on Seder Night.
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Contact Us

Joanna Landau

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michael golden

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