A sleepless and exhausted Nicolas De Santis, President of Gold Mercury International and founder of BRAND EU, the European Union brand Centre, talks to CNBC Italy in front of the UK Houses of Parliament on the Brexit vote and its potential implications.
On Thursday 23 June, the British people turned out in great numbers to vote for the EU referendum. Brexit won, with 51.9 per cent voting to leave the European Union and 48.1 per cent voting to stay. Nicolas De Santis talked to CNBC Italy the following day to present his views and analyse the UK’s EU referendum campaign, Brexit and the potential future scenarios and immediate repercussions for Europe and the rest of the world.
There is a lot of uncertainty over what the consequences of Britain’s departure from the European Union will be and how Brexit will change the world, but it’s safe to say that the impact of Brexit will spread beyond the United Kingdom’s borders and will affect markets worldwide.
Said Nicolas De Santis, Founder of BRAND EU and President of Gold Mercury International.
As part of the continued global media coverage into the launch and programmes of the BRAND EU Centre, RT (Russian Television) visited Gold Mercury International's London Headquarters to find out more about the BRAND EU Centre and its activities.
The interview looks into the reasons for the BRAND EU Centre’s creation, and offers a behind-the-scenes glimpse into BRAND EU’s work at its London Headquarters.
“The EU is currently distant and boring; our role is to make it interesting, relevant. So if we can make you smile about it, and we can turn the European Union into something cool that you can actually talk about at a dinner without putting people to sleep, then we’ve done our job.”
Nicolas De Santis, President of Gold Mercury International, interviewed by Polly Boiko for RT (Russian Television).
At the BRAND EU Centre, we believe in building a strong brand for the European Union; an identity which its citizens can be proud of, fully understand, and support moving forwards. Our work focuses on keeping Europe together and building the Union with the participation of European citizens. To do this and defend the EU from Eurosceptic EU myth making, we need to create a clear vision of Europe and a strong EU brand to support it.
BRAND EU POSTER CAMPAIGNS
The interview also touched briefly on the poster advertising campaigns which have been recently launched, with the aim of creating a completely new approach to talking about the EU and foster a new common European identity.
To further the BRAND EU centre’s goal of making the EU fun and engaging for citizens, the centre has launched the first set of posters in its series of campaigns about the EU – starting by looking at the World Cup. The advertising posters aim to combine humour with serious, emotional messages to elicit a response from the reader and get people thinking about Europe in a new way.
As of today there are still 4 European Union teams contending for the world cup! France, Germany, Belgium and the Netherlands…good luck EU!
“At Brand EU HQ, tongue-in-cheek posters talking about EU teams in the World Cup are interspersed with more serious messages about the inception of the European Union and the fall of the Berlin Wall.”
RT Correspondent Polly Boiko talking about Brand EU’s poster campaigns in the interview.
Nicolas De Santis, the President of Gold Mercury International, talked in the paper a little bit about the BRAND EU’s goals and the path being taken to fight back the rising tide of Euroscepticism – particularly in regards to the centre’s recent efforts at mythbusting and fact sharing. One of the centre’s core principles is looking at how the rebranding is not a quick job – the European Presidency has a new logo every six months, and changing the hearts and minds of citizens is not so simple as a quick logo change. The Centre first aims to combat the Eurosceptic myths and distortions about the EU, then clarify and develop the current and future situation of the European identity, and then finally, develop powerful emotional messages that can reach the citizens.
He also discussed the way in which Eurosceptics have played up to citizens’ grievances in a similar way to national politicians; by blaming national problems on Europe while simultaneously claiming its successes as their own. The BRAND EU Centre aims to reshape this wholly negative discourse (even those who defend Europe do so through the lens of avoiding disaster rather than looking at the many positives), and turn around the sense of European negativity.
Image Credit: Image by Javier Micora on Flickr. Some rights reserved