Rashi Elmaliah named Waze. Eitan Chitayat ran branding for Apple, Google, and Volkswagen through his agency Natie. Between them, decades of building some of the most recognised brands in tech.
Then October 7th happened, and both of them showed up without being asked, without being drafted. A decision each made alone, the same night.
We get into how brand storytelling works when the stakes are existential, not commercial. If you work in brand, communications, or marketing, this conversation will hit differently. Because the craft they spent careers building got its hardest brief without a client, a budget, or a deadline.
