EU REFERENDUM REPORT: EUROPEAN SCENARIOS 2025. Brexit can lead to Europe’s collapse and world chaos. Staying in the EU leads to a sustainable world. New European scenarios report highlights consequences of voting on the EU Referendum.

BRAND EU, the independent brand marketing champion of the European Union, presents its latest project and report: “FUTURE OF EUROPE - SCENARIOS 2025”, four scenarios looking into the potential futures of Europe and their impact on UK and the world.

In this report, Nicolas De Santis, President of Gold Mercury International and founder of the BRAND EU Centre, examines how the difference between a ‘Brexit’ or ‘Bremain’ can lead to four very different European scenarios that impact the entire world.

This is a historic vote that can change the future of the entire continent. The scenarios clearly show that Brexit generates long term uncertainty, instability and potentially chaos for the UK, Europe and the world.”

Enrique Baron Crespo – Former President of the European Parliament

The scenarios are based on two key questions:
1) Will people’s identity become more nationalistic or will they see themselves more as global citizens sharing one planet and universal values?
2) In the future, will Europe be more divided or more united?

These two questions address people’s perceptions of self-identity and how they feel about supranational concepts such as ‘global citizenship’ and ‘European identity/citizenship’. The scenarios also explore what happens if Europe becomes more united or divided.

The aim of this report is to illustrate these diverse scenarios and examine what kind of future each one will bring if certain paths and self-identities are chosen. This analysis is intended to be accessible for everyone and shows clearly that the citizens’ support or opposition to the EU will have a dramatic impact on themselves, their community and the future of the world. As such, the UK’s EU referendum is not merely a national referendum, but a global one.

DOWNLOAD THE REPORT

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USING GREEK MYTHOLOGY TO DESCRIBE THE FOUR SCENARIOS
Using ancient Greek mythology as a base, the four scenarios are:
Scenario 1) Icarus’s Fall – Breakdown of Europe
Scenario 2) Ulysses’ Sirens Song -EU: Loss of combined power in the world
Scenario 3) Achilles’ Heel – EU maintains status quo. Rests on its laurels.
Scenario 4) Hercules’ Labours – Team Europe: The EU as a force for good in the world.

SCENARIOS_4

 

The four scenarios described (Icarus’s Fall, Ulysses’ Sirens Song, Achilles’ Heel and Hercules’ Labours) range from the collapse of the European Union and the subsequent global chaos, to the continuation of the European Union project as a force for good in the world.

GRAPHIC

 

At the same time, the four scenarios focus on six crucial themes relating to the EU: EU Citizenship: Rights and Identity, EU Security and Peace, EU Single Market, Euro Currency, EU Enlargement and Neighbourhood, and The EU as a Global Actor.

SCENARIOS_EXAMPLE

 

The document provides a ‘big picture’ approach and a future vision of the true meaning and consequences of people’s vote by objectively showing and raising awareness among the population about the risks and opportunities that our present decisions carry on EU matters.

The four scenarios can and must learn from the lessons of the past, especially from the devastating lessons of WWI and WW2, when Europe was disunited, to reflect a very real scenario of a break-up of Europe and to what it can lead to in an uncertain world. An awareness of the different worlds described in these scenarios offers the opportunity to the people of the UK, Europe and the world to realise how important the EU has been in bringing stability to the continent.

Nicolas De Santis, founder of BRAND EU, said

From our experience developing strategic vision, this is a simple and clear way of envisaging the most likely four future scenarios for the Union to which we all belong. It’s easy to see in which of them you position yourself, and then, to take a sound decision before the EU referendum”.

As such, the scenarios project is also directed towards all of the European citizens across the 28 member-states and beyond that are in need of some guidance on the future of the European Union. In this way, BRAND EU and Gold Mercury International aim to show the great achievements that the EU has delivered so far and give a portrayal of how said achievements could be further advanced, improved, worsened or even totally destroyed, depending on how the UK votes in the EU referendum.

Scenario thinking is a way of approaching the future that is commonly used as a tool for creating long-term strategy; normally used by private and public sector organisations as well as civil society. Scenarios are tools that are used to define potential futures and paths. They create a frame of reference that decisions can be based on, in order to achieve common desired outcomes. A scenario exercise is innovative and important because in the midst of a deep conflict (like deciding to stay in or leave the EU) it can create a narrative that brings people together from across diverse organisations, affiliations and areas of thought, and teach them to think creatively about the common future of their community, country or continent.

 

 

On the BRAND EU Centre: Founded by Gold Mercury International, the Global Vision Strategy Think Tank and Consultancy, the BRAND EU Centre is a London-based pro-EU research and communications centre that works to re-invent the EU’s brand vision and kick-start the new European enlightenment. BRAND EU, is generating a people’s movement for the millions that believe in European unity and want to engage actively to innovate and reinvent Brand Europe. As an independent centre BRAND EU is not funded or affiliated with any EU institutions or governmental bodies, nor is it connected to any political parties. For more information about our activities and projects, visit our website brandeu.eu.

On Nicolas De Santis: The author of the report is Nicolas De Santis, President of think tank Gold Mercury International and founder of the BRAND EU Centre. As a tech entrepreneur and co-founder of opodo.com, Nicolas De Santis, is one of the CEOs of some of the UK’s biggest start-ups that have signed an open letter against EU exit appearing in the FT. De Santis created Captain Euro®, Europe’s Superhero, in the 1990’s to help launch the EURO currency. He recently relaunched Captain Euro® as part of the BRAND EU initiative. captaineuro.eu

On Gold Mercury International: Founded in 1961, Gold Mercury works with companies, governments, organisations and leaders to navigate global complexity and develop the strategic visioning and innovation required to build the sustainable business models, cultures and brands for the future. goldmercury.org

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jokinbEU REFERENDUM REPORT: EUROPEAN SCENARIOS 2025. Brexit can lead to Europe’s collapse and world chaos. Staying in the EU leads to a sustainable world. New European scenarios report highlights consequences of voting on the EU Referendum.
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CNBC Interviews Nicolas De Santis on Brexit and EU Referendum

Nicolas De Santis was interviewed by presenter Angela Antetomaso of CNBC Italy to discuss the impact of Brexit on the world, and the present situation in the UK with regards to the EU referendum.

De Santis explained that the EU referendum will be a very close race until the very end, as both camps fight for people’s hearts and minds as well as votes.

 

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jokinbCNBC Interviews Nicolas De Santis on Brexit and EU Referendum
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  • Swedish Television Airs Interview With Nicolas De Santis, On The Future Of The European Union
  • Swedish Television Airs Interview With Nicolas De Santis, On The Future Of The European Union
  • Swedish Television Airs Interview With Nicolas De Santis, On The Future Of The European Union
  • Swedish Television Airs Interview With Nicolas De Santis, On The Future Of The European Union
  • Swedish Television Airs Interview With Nicolas De Santis, On The Future Of The European Union

Swedish Television Airs Interview With Nicolas De Santis, On The Future Of The European Union

Sveriges Television (SVT), the Swedish public national television channel, has aired its latest main cultural programme called “Kobra,” which features an interview with Nicolas De Santis, Gold Mercury President.

The interview covers Nicolas De Santis’s creation of the European Superhero, Captain Euro, for the launch of the EURO currency in 2002, and discusses the future of the European Union brand.

Watch the trailer for Kobra’s Captain Euro segment!

“Captain Euro started as a social research experiment to test the feelings, emotions and perceptions of the EU in Europeans and the world. When we launched it, the reaction was fantastic, because people either loved Captain Euro, or they hated Captain Euro. This is what we wanted – we wanted people to finally emotionally react to Europe.”

Nicolas De Santis, President of Gold Mercury International, speaking about the public response to Captain Euro.

Nicolas De Santis is an expert in European Union identity issues and branding and has advised the European Parliament and the European Commission on this subject, as well as on the launch of the Euro currency. Nicolas De Santis created Captain Euro in the 1990s to promote Europe and the launch of the Euro to its citizens and the world. The programme examines some of the reasons for Captain Euro’s creation, and why he has proven so enduring and divisive.

Breaking up Europe? Scottish Independence and UK’s EU referendum
In a globalised world of superpowers, where the nation state is becoming less relevant, and international cooperation more critical, Scotland’s First Minister Alex Salmond yesterday unveiled a white paper on Scottish independence. The paper did not truly answer fundamental questions for an independent Scotland’s future, such as its currency (how it can keep the pound sterling), or how it will deal with needing to reapply to join the EU after separating from the UK, when the UK can veto its membership, and when it does not meet the criteria for membership as an independent state.

With similar separatist movements happening in Europe, the plan for how an independent Scotland can be competitive and relevant in a globalised world economy was not clear. Similarly, the UK has proposed a referendum, questioning its own future in the EU. The referendum raises similar questions about the UK’s future political and economic role, if it were to be outside of the EU. Recently the White House, in an official statement, made it clear that the UK being at the heart of Europe is in the interest of the world. Large corporations investing in the UK also stated that if it were to leave the Union, they would have to reconsider their investments.

“The European Union has a serious identity problem. Instead of going forward, we seem to be going back towards the fragmentation and nationalism of the past, wasting the efforts of entire generations of Europeans. Our energies should not be directed towards repeating our unfortunate past, but rather towards building the future of a solid, competitive Europe which can function in the new world economy. We at Gold Mercury aim to help develop a clear vision for the future of the EU, and make it easy to understand for the people who will participate in, and shape its future”.

Nicolas De Santis on the current European situation.

The BRAND EU Center for European Identity

As the EU identity crisis continues, Gold Mercury will be launching the BRAND EU Center, which will cover issues relating to the concept of EU citizen identity formation. The main aims of the BRAND EU Center are to deliver critical insights on the current state of the European Union’s governance and political structure, as well as address the lack of a common European identity and a strong EU brand. Characters such as Captain Euro, are the first tentative steps towards trying to find a suitable common ground to forge a European brand. Gold Mercury’s BRAND EU Center aims to challenge the current complexity, which is associated with the European Union, so that citizens can start to feel closer to Europe.

“Gold Mercury has identified the lack of a clear EU brand and EU identity as a key barrier to achieving the full support of its citizens and for the development of Europe as a whole. One of the key brand problems for citizens in understanding Europe and participating actively, is the complexity of the current political structure of the EU. Still today, it can be only understood by academics or experts,” 

Nicolas De Santis, President of Gold Mercury International, explaining the need for an EU Identity Initiative, the BRAND EU Center.

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Swedish Television Interviews Nicolas De Santis on European Branding

Sveriges Television (SVT), the Swedish public service television company with the widest range of programming of all TV companies in Sweden, has interviewed Nicolas De Santis, Gold Mercury President, at the London offices of the European Union.

Nicolas De Santis is an expert in European Union identity issues and branding and has advised the European Parliament and the European Commission on this subject, as well as on the launch of the Euro currency. He also created the cartoon character Captain Euro – Europe’s superhero in the 1990’s to promote Europe and the launch of the Euro to its citizens and the world. SVT will be dedicating a programme to Captain Euro.

“Captain Euro started as a social research experiment to test the feelings, emotions and perceptions of the EU in Europeans and the world. When we launched it, the world was caught off guard with the launch of a European superhero that represented a united Europe. It became an instant media success story that continues to this day,”

said Nicolas De Santis, President of Gold Mercury International.

As the EU identity crisis continues, Gold Mercury will be launching a new programme called BRAND EU about the future of the European Union’s brand, covering issues relating to the concept of EU citizen identity formation. The main aims of the BRAND EU project are to deliver critical insights on the current state of the European Union’s governance and political structure, as well as address the lack of a common European identity and a strong EU brand. Gold Mercury aims to challenge the current complexity, which is associated with the BRAND EU, so that citizens can start to feel closer to Europe.

“Gold Mercury has identified the lack of a clear EU brand and EU identity as a key barrier to achieving the full support of its citizens and for the development of Europe as a whole. One of the key brand problems for citizens in understanding Europe and participating actively, is the complexity of the current political structure of the EU. Still today, it can be only understood by academics or experts,”

said Nicolas De Santis, President of Gold Mercury International.

The Swedish Television interview was conducted by Veronica Lilja reporting for Cobra, SVT’s main cultural programme. The prime-time interview will be broadcast across Sweden, in English with Swedish sub-titles in November 2013.

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Brand EU Project: Build a Shared EU Brand Identity to Secure a Common European Future

Gold Mercury International is conducting new research on the future of the European Union’s brand and on issues relating to the concept of EU citizen identity formation.

The main aims of the BRAND EU project are: a. to deliver critical insights on the current state of the European Union’s governance and political structures and b. to address the lack of a common European Identity and strong EU Brand.

“Gold Mercury has identified the lack of a clear EU Brand and EU identity as a key problem to achieving the full support of its citizens and for the development of Europe as a whole. One of the key brand problems for citizens to understand Europe and participate actively, is the complexity of the current political structure of the EU. It can be only understood by academics or experts,”

says Nicolas De Santis, President of Gold Mercury International.

Gold Mercury aims to challenge the current complexity which is associated with the BRAND EU. Both studies will also include interviews with leading national and international political authorities, representatives of the EU, civil society members, academics and other key actors in the EU and within international affairs.

Understanding the Institutional Structure of the EU

The report on the EU’s institutional structure, entitled ‘The Current State of European Union’s Governance & The Need for Greater Political Integration’ will provide an in-depth analysis of the current levels of political organisation in Europe (i.e. national, European, regional, municipal) and will investigate different conceptualisations of the EU’s structure (i.e. federalism, con-federalism, multi-level governance). The report will also provide policy recommendations based on existing research, responding to main areas of criticism including the democratic deficit and the lack of a common European demos.

At the moment, the EU has 27 member countries and 5 have already been given candidate status. However, there are enormous differences in the political organisation of the member states. The interplay between transnational, national, regional or urban levels of political organisation is no longer efficient for the competitiveness and future of Europe.

In order to challenge the current instability in the European context and its global effects, it is critical to analyse the diversity of the political organisation and levels within the EU. This will provide a clear understanding about the different levels of governance in a country and about the changing notions of national sovereignty, a concept which is of the utmost importance in order to understand the current debates about the EU.

The Critical Role of a European Identity & Demos

At the same time, a collective EU identity is missing and citizens often feel disempowered to participate in EU affairs. As the British Prime Minister, Mr. David Cameron argued in his recent EU speech, “disillusionment” with the EU was “at an all-time high”. Mr. Cameron also added that “There is a gap between the EU and its citizens which has grown dramatically in recent years. And which represents a lack of democratic accountability and consent that is – yes – felt particularly acutely in Britain”.

However, sharing a common European identity or common ‘esprit de corps’ is critical in order to develop a shared sense of the Brand EU and to promote civic engagement. Developing a shared EU identity would not in any sense presuppose to eliminate national identities but rather to complement them and enrich them. Working towards this direction, Gold Mercury’s report on the lack of a common European identity will investigate the role of identity formation in European citizenship and will provide innovative ways of addressing the core issues relating to the lack of a shared Brand EU identity.

Developing a new Vision for the EU

Gold Mercury International argues that the European Union is a critical institution in global governance which is at a critical point in its evolution. It needs to clarify its purpose, role and future vision to its citizens and the international community in order to progress as a future bastion of stability. The recent economic crisis has manifested the instabilities of the current political system in nation states and the EU, including the lack of unified decision-making, underlining the need for critical discussions about the future levels of political, fiscal and economic integration.

However, policy research and reporting on EU affairs has increasingly become too narrow, focusing only on the negatives perceptions associated with EU membership. The British Prime Minister’s EU speech and his plan for an ‘in/out’ referendum illustrate that Euro-Skepticism and the practices of questioning the EU are a growing force in the UK. As Mr. Cameron mentioned, “We insistently ask: how, why, to what end? But all this doesn’t make us somehow un-European.”

At the same time, U.S. President Barack Obama underlined to the British Prime Minister David Cameron, that the United States “Values a strong UK in a strong European Union”, reminding us that other nations value the unity that the EU brings and want the EU to stay united and prosper with Britain at the heart of it. But a united and prosperous Europe needs a common vision.

The Gold Mercury Brand EU project aims to challenge the frequently unbalanced debates on EU and provide a solid platform to build a framework for a common EU vision which can be shared amongst all EU citizens.

“The Brand EU project aims to re-shape the current debates on the role and future of the European Union and its citizens by analysing and comparing different international political and supranational structures. The EU at the moment is a hybrid with both federal and con-federal elements. It is an imperative that we build Europe around simple concepts and a common vision of why we are all united as peoples in order to build a shared identity,”

says Nicolas De Santis, President of Gold Mercury International.

The need to clarify the vision of the EU was also raised by the Independent Reflection Group on the Future of Europe, set up by the European Council. The group’s purpose was to identify, analyse and propose solutions to the challenges that the EU will be facing at the horizon 2030. Their report underlined that:

“The EU needs to communicate a common vision of how Europe can secure its future. The choice we face is therefore clear: build on the strengths of the EU and use its collective weight to become an assertive and relevant player in the world, or cultivate fragmentation and contemplate the possibility of absolute decline in a world where rules are defined by those who matter.”

 

For more information on Gold Mercury International and this story contact Kate Delaney Send Mail

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