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Beware the snake oil men

In another dimension, I earn my crust as a freelance PR consultant of sorts - not that I am touting for business at the moment - but the industry is always ripe for mockery:

"By the end of this year, Israel will have a new international image, if the Foreign Ministry's rebranding project is successful. The British firm Acanchi, which the ministry hired to craft the new image, is now in the final stages of preparing to launch the new brand". Source

This has happened before, of course:

The Israeli FM chooses a PR firm to help the country overcome public image issues, and after much deliberation the firm comes up with a plan:

'Change your name to Irving'.

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