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Eitan ChitayatEitan Chitayat is the Founder of Natie, an international branding agency. With living experiences in prominent cities like Hong Kong, London, Tel Aviv, New York, and Boston, Eitan brings a global perspective to his work. He has served as a judge in advertising’s finest competition, the One Show, and has learned from industry-leading organizations such as BBDO, Ogilvy and Mather NYC, and Arnold Worldwide in Boston. His client list boasts illustrious names, including Apple, Target, AT&T, and Google. Eitan created the viral video “I’m That Jew,” which was viewed over 10 million times, and delivered a TEDx talk on why he created it. He is also a founding chapter member of the Entrepreneurs’ Organization Israel.

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Here’s a glimpse of what you’ll learn:

  • Eitan Chitayat talks about the challenges he faced launching Gmail in Africa
  • The importance of understanding cultural differences in branding
  • Advantages of being a small-scale company for Natie
  • Eitan explains his three-step process for effective branding: listening, strategy, and creativity
  • How to deal with challenging branding projects
  • Eitan’s experience working with The Jewish Agency for Israel and the creation and impact of the tagline “every one of us together”
  • Incorporating a global perspective into brand strategies
  • The big three for misinformation about Israel — genocide, apartheid, and generational hatred
  • The decision to release “I’m That Jew”

In this episode…

What are the challenges in the world of building brands internationally? How do you effectively create eye-catching brands?

Delve into Eitan Chitayat’s approach to branding — understanding the specific thought process that lies behind every successful branding project. Know what’s behind Eitan’s decision to keep his agency, Natie, small, sharing the benefits of this approach, including his ability to be a hands-on, approachable, and present leader.

Glean insights into the world of global branding in this episode of the Rising Entrepreneurs Podcast with Dr. Jeremy Weisz, featuring Eitan Chitayat, the Founder of Natie. Eitan shares stories from his journey, including launching Gmail in Africa, rebranding The Jewish Agency for Israel, and the branding of Sweet Victory. Listen as Eitan dismantles common misconceptions about Israel, taking down erroneous claims of genocide and apartheid while shedding light on the country’s multicultural reality.

Resources mentioned in this episode:

I’m That Jew

Star of One


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Episode Transcript

Intro 0:03

Welcome to the Rising Entrepreneurs Podcast where we feature top founders and entrepreneurs and their journey. Now let’s get started with the show.

Jeremy Weisz 0:13

Dr. Jeremy Weisz here, founder of, where I talk with inspirational entrepreneurs and leaders. I’m here with Eitan Chitayat of Natie and it’s And a time before I formally introduce you, I always like to point out other episodes, people should check out and I know there’s resources I want you to share too. But I didn’t episode with a Orit Oz you probably no has run an agency for over 25 years in the b2b space that helps companies their global expansion, Amit Oestricher of Xtras, and G-nie talks about how he lost all of his clients overnight. A time not once, but twice and how he bounced back, Nir Zavarro who you know, you wrote the book. Fuck the slides, he talks about storytelling. And Joe Levy, I found out I was looking doing research on you and Natie Joe Liva had on his company did everything in their power to combat mass shootings and violence with a alert which is AI-lert. And I see the video you help them. Yeah, we

Eitan Chitayat 1:16

tailored. Yeah, we did the brand strategy and the story. And we came up with a name

Jeremy Weisz 1:21

law that and they help detect weapons using surveillance cameras, and AI so authorities and people can be instantly alerted. And that and many many more on and this episode is brought to you by Rise25 and it Rise25 we help businesses give to and connect to their dream 100 relationships. And how do we do that we actually help you run your podcast, we’re an easy button for a company to launch and run a podcast and we do the accountability, the strategy and the full execution. So a time we call ourselves the magic elves that work in the background to make it look easy for the host in the company so they can create great content and develop amazing relationships. You know, for me, the number one thing in my life is relationships. I’m always always looking at ways to give to my best relationships, I found no better way over the past decade to profile the people and companies I most admire and share with the world what they’re working on. So if you thought about podcasting, you should have questions, go to And Eitan it is a deeper meaning for me like it’s, I say there’s a lot of amazing relationships, but it’s really, I feel when you do this you help leave a legacy you help leave a legacy for the person talking and for yourself. And so I was inspired by my grandfather who was a Holocaust survivor. And there was an interview that the whole that the the Holocaust Foundation did with my grandfather, the Illinois Holocaust Foundation, and his legacy story lives on because of that interview. So it has a deeper meaning for me as a person as well. And I’m excited to introduce Eitan Chitayat and he’s a Brand Builder and he’s founder of The International branding agency. Natie as I mentioned He’s lived in Hong Kong, London, Tel Aviv, New York, Boston. He’s been a judge in advertising finest competition, the one show he’s learned from the best also BBDO Ogilvy and Mather NYC Arnold worldwide in Boston, his career, he’s worked with the clients like Apple target, at&t, Google, many more. He created I’m that jus which is a viral video that’s been viewed over 10 million times. He gave a TEDx talk about it, actually, and why he created it. He’s also co creator of she’s a woman founded the 5% Club. And he’s a founding chapter member of the EO Entrepreneurs Organization, Israel. Hey, Eitan, thanks for joining me.

Eitan Chitayat 3:39

Thank you for having me. It’s a real pleasure. So I want

Jeremy Weisz 3:44

to say you’re gonna get to to some amazing work you’ve done. But I want to start off with you help the launch Gmail in Africa? Yeah, I thought about that.

Eitan Chitayat 3:59

When I, well, first of all, hi to everyone. I’m not at the speed of light like you are when you speak. I’m a little slower. And I’m also on very little sleep in general. So I apologize in advance. This is a welcome break for me to talk to you. Because I’ve been pretty busy. Gmail was a funny story. When I left New York after being a creative director at BBDO on digital for target in a TNT. I came back to Israel. But in that year, I was kind of in between the two countries. I hadn’t moved to Israel, and I hadn’t left New York. So for a year, I was kind of like back and forth. And in that time, I was brought on by the Google Creative Lab in New York City to help them with a lot of their work. And eventually, when I did move to Israel, I helped Google Israel and I helped Google in England. And I actually ended up helping Google Africa. Um, they didn’t have Gmail around, I’d say it was around 1011 years now ago, they didn’t really have email. So they went kind of, they were dancing between us, like mobile phones, you know, SMS and stuff. So they asked me to help launch Gmail in Africa. And I didn’t really have an agency yet, because I had, um, I had, those are starting Natie. And so my wife and I, along with the Google Africa team, you know, me and my wife in our bedroom, in our little study, we came up with the launch campaign for Gmail, Africa, we hired of course, a couple of people that helped us. And that was it. That was incredible. Just, you know, I pinch myself, I’m very, very lucky.

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