In the preliminary research conducted by Eidelman and Khromchenco as part of the “Where to?” project, the two focused on Brit Shalom: an organization of Jewish intellectuals (mainly of German and Czech origin) established in 1930s Palestine/Israel, which suggested an alternative vision to Zionism that might be relevant even more today than it was at the time. Brit Shalom’s ideological framework might serve as an updated political horizon, which would bring together large and diverse publics within Israeli society, and more importantly, generate renewed hope in the possibility of finding a sustainable solution to the Israeli-Palestinian conflict.
Consisting of such brilliant authors and thinkers as Martin Buber, Judah Leon Magnes, Gershom Scholem, Akiva Ernst Simon, Hans Kohn, and others, Brit Shalom is as an example of an inspiring, corruption-free, and resourceful leadership, acting in a planned and calculated manner. And yet, seeing as this was a group of intellectuals who acted almost a century ago, it did not possess the kind of visual, “marketing-oriented” self-image of a leading political brand-name: it didn’t employ the kind of professional campaign managers, speech-writers, graphic designers, and branding experts who became central players in the Israeli political field over the recent decade.
In order to adapt Brit Shalom to the visual, media-, and branding-oriented language of the twenty-first century, Eidelman and Khromchenco offer an active process of branding the organization, examining the possibility of giving it a new and updated “look” that can turn it into a relevant player in the contemporary political landscape.
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