I only noticed towards the end of this election campaign that the Likud party has been marketing itself as Ha Likud-Achi, which loosely translates as "the Likud, bro" (achi in Hebrew means brother). I've been torn between Meimad-Greens and the Likud, leaning towards the Meimad-Greens, but when I saw that "achi" stuck on the end of the name of the party that Menachem Begin once led, I felt put off.
Discussing a party's marketing techniques isn't as shallow as one might think. We choose our leaders because we feel they represent us, and we want to feel proud of them. Call me an arrogant Ashkenazi, but I don't like being called achi by people I don't know. I don't care if its my taxi driver, shopkeeper or dentist, I'm not your brother when I'm paying you or voting for you.
OK so my friend (and one follower of this blog) Avram is going to lay into me for this, so for the record, he can call me achi. (If he wants to now).
In voting Meimad-Greens, I am hoping that those issues that come up in the next few years, (which I may not even be aware of), will be considered by people I feel I identify with. Rabbi Melchior has "marketed" a Judaism I like. It's tolerant, ethics based, and closer to the world view I have than the other religious parties. I hope it was worth giving him my vote.