Brand Europe
When you've got a minute, take a look at this. FT article reporting the fact that Brussels has hired brand expert Simon Anholt plus a bunch more people to work out how it can repair its brand following the big "no" votes (man they act fast don't they?). How do you think Europe's
brand differs internally and externally? I'm curious about this - I imagine it varies quite strongly by region, i.e. accession seems to be pretty attractive to its neighbours, the US thinks Europe are a bunch of spineless, ageing, overly comfortable do-nothings... Perhaps. We'll have to do some more rigorous polling before I could comment fully.
N.B. Don't click "Read more!" - there isn't.
brand differs internally and externally? I'm curious about this - I imagine it varies quite strongly by region, i.e. accession seems to be pretty attractive to its neighbours, the US thinks Europe are a bunch of spineless, ageing, overly comfortable do-nothings... Perhaps. We'll have to do some more rigorous polling before I could comment fully.
N.B. Don't click "Read more!" - there isn't.
posted by Peter at 14:40
2 Comments:
As someone who works in the communications/marketing field, my gut suspicion is that people formerly had a coherent sense of what the EC was and was for, and that they don't know what the EU is or what it's for.
So the first thing I'd probably recommend if the EU were my client is to tell me in one sentence what the EU is and in another sentence what it's for/what does it want to be. That would reveal whether the clients bigwigs themselves knew what they were and what they wanted to be.
My experience is that the first few rounds of answers you get from people can be pretty self-delusional. If you ask in different ways persistently enough, eventually you can get to the bottom of it. And sometimes you can't -- that's when you say no thanks to their business. If they can't define their product, it isn't worth your time to try to sell it.
Researching on Europa, the EU's internet portal, I came across a selection of Barroso's bons mots on the EU's role in the world. It makes quite good reading, unfortunately you get the sense that most politicians aren't on the same page. Here's the link:
http://europa.eu.int/comm/commission_barroso/president/topics/role_en.htm
Sample quote:
"Having stumbled across such a successful formula for spreading peace and stability on our own continent, it is only natural to offer our know-how and experience to encourage peace and stability elsewhere in the world. And while the EU's foreign policy architecture could hardly be described as streamlined, we have nevertheless been chalking up an increasing number of successes in recent years."
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