For 60 years, Israel told its story mostly by talking about the problems. Now Israel markets itself like any other brand, said Ambassador Ido Aharoni, Consul General of Israel in New York City, at Ad Age's CMO Strategy Summit in San Francisco.

Israel is looking to change perceptions by talking up its tech sector and wine industry, as well as programs for American Jews like "Birthright Israel."

Mr. Aharoni talked to us about the challenge of marketing a country and the way Israel works with its agency partners.