In today’s dynamic market, branding is a critical tool—even for government entities. This is especially true for an organization that serves as Israel’s largest investment fund, managing over half a billion dollars annually, supporting more than 1,500 high-tech companies each year, and representing the State of Israel’s technological innovations both domestically and internationally.
In this lecture, I will share how we transformed into a leading Authority that embodies values like boldness, innovation, and breakthrough, while maintaining a sense of professionalism and state representation. I will discuss the challenges we faced along the way—from creating a unified identity to building trust and connections with companies developing groundbreaking technologies, from concept stages to scaling and maturity.
We will delve into the unique set of values we chose to adopt, our branding strategy, and how we found the balance between originality and responsibility. Additionally, I will share insights into the importance of branding for Israeli innovation and offer practical tools for turning vision into reality.

Michal Reisfeld serves as the Vice President and Head of Marketing and Customer Division at the Israel Innovation Authority. In her role, she oversees the Authority’s marketing strategy, including public relations, digital management, website and social media operations, international marketing, and the organization of conferences and events in Israel and abroad.
She leads strategic and international branding efforts aimed at promoting the Israeli high-tech industry as the country’s leading natural resource. Michal brings extensive experience in designing and executing marketing campaigns that integrate creativity, innovation, and a deep understanding of both local and global audiences.
Michal was a key figure in establishing the Innovation Authority, driven by her belief in the power of branding to shift perceptions, break glass ceilings, and foster new connections.