Eisenkot needs to run a 'number one' campaign
Eisenkot does not need to continue conducting a direct negative campaign against Netanyahu. According to polls, most of the public is convinced that the prime minister has failed in his role, and any attempt by him to create a positive message causes embarrassment.
The rules for 'number one' and 'number two' in political marketing are derived from commercial marketing. The classic story of the war between beverage giants in the USA — Coca-Cola and Pepsi — illustrates this well. Coca-Cola led in sales for many years and was careful not to mention the name of Pepsi. In the 80s, when Pepsi managed to surpass its rival in one of the beverage categories, Coca-Cola attacked it publicly for the first time. The then-CEO of Pepsi, Roger Enrico, gleefully published an ad with the headline: 'The other guy blinked.' To blink means to be afraid.
This principle is also accepted in political campaigns. If a politician leads in the polls, he is defined as 'number one,' ignores his opponent, and conducts an election campaign based on a positive vision of his plans for the future. A negative campaign can indicate a fear of the 'number two' in the polls. At the same time, it grants the opponent legitimacy as an equal and provides them with media exposure by the very fact of being mentioned.
Gadi Eisenkot has been surpassing Benjamin Netanyahu for a long time in polls regarding suitability for the premiership. 'Yashar' under his leadership is equal to or surpassing the Likud in the number of mandates. This is a stable trend of recent months that justifies Eisenkot starting to run a 'number one' campaign. Despite this, Eisenkot continues to attack Netanyahu directly in videos and interviews, responding to almost every statement by the Prime Minister. This creates the impression of a response team rather than a leading figure.
One could argue that 'if it isn't broken, don't fix it.' However, the problem is that Eisenkot's progress in the polls is happening mainly at the expense of his partners in the opposition, not by winning votes from the right. The shifts in mandates remain 'within the family' and do not yet find decisive expression in the struggle between the blocs.
Netanyahu is conducting a negative campaign against Eisenkot using two main messages. The first is that he cannot form a government without Arab parties. However, Eisenkot is 'Teflon' due to his reliability, and it is impossible to stick the conspiracy of betrayal favored by Netanyahu's advisors to him. The second negative message, which resonates with right-wing voters, is that Eisenkot is not yet mature enough to be prime minister. This is an argument for those disappointed with Netanyahu: 'There is no one who can replace him.'
Therefore, there is no need for Eisenkot to continue conducting a direct negative campaign against Netanyahu. According to polls, most of the public is convinced that the prime minister has failed in his role. Any attempt by him to create a positive message causes embarrassment, like his announcement ahead of Tu B'Av: 'I intend to deepen the unity among us. Therefore, I will act to establish a broad national government.' This sounds like the Big Bad Wolf's promise to Little Red Riding Hood, after he ate her grandmother, that from now on he will become a vegetarian.
Eisenkot needs to start running a leader's campaign under the headline: 'What I intend to do as prime minister.' How will he deal with the great political and security crisis? How will he heal the deep rifts in Israeli society? And how will he return the Israeli economy to growth? It may sound less exciting, but it is more effective than continuing to fight with Netanyahu.
Dr. Baruch Leshem is a lecturer in the Department of Government, Communications and Diplomacy at the Interdisciplinary Academic Center in Jerusalem and author of the book 'Netanyahu, a School for Political Marketing.'
