as seen in
Living in Tel Aviv since 2013
Graduate of San Diego State University (B.A. in Journalism)
Brother to two younger sisters
Grandma Elaine's favorite grandkid
Los Angeles Lakers fanatic
Mental health advocate
Ice cream addict
Hi, I'm Josh
Born and raised in Los Angeles to an American mom and Hungarian dad, I grew up in a reform Jewish household. I cannot remember my family discussing Israel in our home. In fact, my only memory of Israel as a kid is walking into my parents' bedroom on a random Sunday morning, and seeing on the TV newscast a blown-up bus in Israel (during what I later realized was the Second Intifada).
After five years of my mother nagging me to go on the free Taglit-Birthright Israel trip, my life changed in January 2013. During this trip, I instantly became enthralled with Israeli culture, and decided on a whim not to board the plane back to Los Angeles.
Shortly after the trip, I rented an apartment in Tel Aviv, became an Israeli citizen, and have been living here ever since.
Now, following seven years running an international client-service marketing business, I'm dedicating my life to enhancing the world's relationship with Israel, because I've come to realize our world is a better place with Israel in it.
Moreover, by enhancing the world's relationship with Israel — that is, by getting the global masses to appreciate Israel, just like they appreciate the USA or Japan, for example — our world will become a better place for us all.
When I'm not advancing my mission, I enjoy playing and coaching basketball, watching documentaries and stand-up comedy, reading self-help books, and traveling.
My Approach to Branding Israel
Israel must tap into a broader context, making the "brand" relevant to the lifestyle, culture, and identity of people around the world, not just general facts and information.
There's a difference between digital marketing and marketing in our digital, on-demand, multi-device world. We must understand this difference and execute accordingly for Israel's brand to thrive moving forward.
In the present-day "Attention Economy," creative brand storytelling and human-interest content generates the most meaningful interest, excitement, and engagement.
Quotes I Live By
Marketing is no longer about the stuff you make, but about the stories you tell.
New York Times bestselling author