Dr Stephanie Anderson, EU Security and Communications Researcher, Joins Gold Mercury International Advisory Board

Dr. Stephanie Anderson, Associate Professor of Political Science, and specialist in International Relations and the European Union at the University of Wyoming, has joined the Gold Mercury as an International Advisory Board member and as a BRAND EU programme Ambassador.

Her research focus is on the European Union (EU) as an international actor, international relations, and security issues.

“Prof. Anderson brings more than twenty years of experience researching the European Union to the Advisory Board. She has a great passion for Europe and for the EU as a project of international peace and security. She will be a great asset to our Advisory Board and our BRAND EU Programme.”

– said Nicolas De Santis, Gold Mercury President.

“It is an honour to join such a prestigious and international Board and to support the work of Gold Mercury and the BRAND EU programme. The EU is a vital actor in international affairs, especially in the area of peace and security. BRAND EU can play an important role in communicating what the European Union does more clearly to its citizens and the world.”

– said Dr Stephanie Anderson.

In 2011-12, Prof Anderson was a senior fellow at the KFG – Transformative Power of Europe at the Free University of Berlin researching EU security policy, identity-formation, and crisis management as well as the scholar-in-residence at the EU Centre in Singapore.

In 2008, she published the book Crafting the EU Security Policy:  In the Pursuit of European Identity (Boulder, CO:  Lynne Rienner, 2008).  Her book is based on research she did while a Senior Fulbright Research Scholar at the German Institute for International and Security Affairs (SWP).

Her second book is co-authored with Rob Godby, The Economics and Politics of the Eurozone Crisis (Budrich, 2015).  She has also published in several journals and edited volumes including Armed Forces and SocietyThe SAGE Handbook of European Foreign Affairs, and European Foreign Affairs Review. 

Dr. Stephanie Anderson holds a Ph.D. from the University of Cambridge, an M.Sc. in International relations from the London School of Economics, and a B.S.F.S. from Georgetown University. In addition, she holds certificates from the University of Strasbourg III and from the Institute of European Studies at the Free University of Brussels.

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De Santis Live on CNBC News Commenting On UK Election Results and EU Referendum

Nicolas De Santis, President of Gold Mercury International, spoke live on the CNBC - UK Election Special 2015, broadcast from the Houses of Parliament in London’s Westminster.

 

De Santis explained to CNBC Italy anchor Angela Antetomaso, what the dramatic UK election results meant for the future of the UK including the Conservative promise of an EU referendum in 2017. With a clear win by the SNP in Scotland, De Santis believes that the issue of further devolution and a more federal Britain will prop up in the constitutional agenda very soon, creating great tensions in Parliament. He said on the interview:

We have seen today the resignation of not one but three political leaders: Clegg, Miliband and Farrage. Today the big personal triumphs are for the PM Cameron and Scotland’s First Minister Nicola Sturgeon. Today’s results will reshape the political future of the UK. The question is how these two leaders, of two countries – who now believe in very different futures – can live together or whether they will find that this is impossible”.

In regards to an EU referendum, he commented that there will be two great years of uncertainty, but believes UK will ultimately stay in the EU.

De Santis is an active PRO-EU campaigner in UK and Europe, having established the BRAND EU Centre and re-launching Captain Euro (Europe’s Superhero cartoon used to launch the EURO) to reposition the brand and image of the EU:

Gold Mercury International and myself are now preparing for the important mission to make sure that UK remains a member of the EU. We will be an active part of the upcoming campaigns and efforts to clarify what the EU stands for, generate a positive perception of the EU and promote its critical role in the world”

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  • Gold Mercury Revives Churchill’s Pro EU Work and Famous Speech of 1946 Calling For a United States of Europe
  • Gold Mercury Revives Churchill’s Pro EU Work and Famous Speech of 1946 Calling For a United States of Europe

Gold Mercury Revives Churchill’s Pro EU Work and Famous Speech of 1946 Calling For a United States of Europe

CHURCHILL'S "UNITED STATES OF EUROPE" AND PRO-EU WORK SWEPT UNDER THE RUG BY EUROSCEPTICS

 

Gold Mercury International, pro-EU business think tank behind campaigns such as BRAND EU and CAPTAIN EURO, believe Churchill’s work for a united Europe and his 1946 speech are relatively unknown and important to revive on the eve of the 50th anniversary of his death. Considers Churchill as one of the founding fathers of the European Union.

London 19th January 2015

It is official! The iconic Sir Winston Churchill called for the creation of a ‘United States of Europe’ in his famous 1946 Zurich speech and Presided the first European Federal Congress at the Hague in 1948. He was one of the key fathers of a united Europe and set in motion ideas and events which would develop and grow to become the European Union.

Gold Mercury International, the think tank behind pro EU campaigns Brand EU and Captain Euro, want people to rediscover Churchill’s seminal and vital work in this field, and an area of his political career which is often purposely neglected or ignored.

“Most people do not realise that Churchill, viewed by many as the greatest British statesman of all time, was one of the founding fathers of the European Union, and believed in the “European Family” and the “United States of Europe”. We want to make sure in view of the upcoming elections that this work is properly promoted.”

says Nicolas De Santis, President of Gold Mercury International.

Gold Mercury International believes that Eurosceptics do not want Churchill’s pro-European stance to be revealed and would prefer his vast body of pro-European work to be ignored.

ARCHIVE RESEARCH AND THE PEOPLE WHO KNEW HIM

Eurosceptics commonly argue that Churchill did not want Britain at the heart of Europe, however, our analysis and research of archives shows that the majority of arguments and quotations from Churchill used to advance this Eurosceptic viewpoint are often wildly misattributed, or taken far out of context.

Also, in an interview in 1996, Sir Edward Heath assured us that Churchill was no Eurosceptic. He said:

“How can the sceptic media possibly claim to understand Churchill’s thinking? I knew Winston Churchill, I worked with him, I stayed with him at his home at Chartwell and I have read his speeches many times. I can assure you that Winston Churchill was no Eurosceptic. He wanted a United States of Europe.”

“It is very clear that Sir Winston, with his incredible political, war and international affairs experience had reached the conclusion that the only way forward for Europe was unity. That is why in his last years he campaigned around Europe to attend events and promote ideas which have led to the European Union as we know it today.”

says Nicolas De Santis, President of Gold Mercury International.

Sir Winston Churchill also Presided the Hague Congress of 1948, considered by many as the first federal moment of the European history, and attended by 800 delegates from Europe, USA and Canada.

We believe anyone, be they Eurosceptic or pro-European should listen to or read this inspiring speech, as it opens our hearts to understand why we should be united as peoples. Churchill would be the first to realise that in the world today, where an isolated Britain would be dwarfed by the great powers, the United States, Russia, China, India. Britain’s full participation in the European Union is vital, both for Britain and for the rest of the world.

You can listen to Churchill’s Zurich speech here or read a transcript of it here.

Below is a summary of some of the key points and powerful quotes from Churchill’s speech and European vision:

SUMMARY OF KEY POINTS FROM UNITED STATES OF EUROPE SPEECH

Churchill’s vision of Europe was one where we learned from the mistakes of the past and broke the cycle of conflict and bloodshed which has forever plagued Europe’s history. He knew it was the only way forward. From his Zurich speech:

On the United States of Europe

“What is this sovereign remedy? It is to recreate the European fabric, or as much of it as we can, and to provide it with a structure under which it can dwell in peace, safety and freedom. We must build a kind of United States of Europe.”

He believed that by uniting and coming together, we would not be conflicting with our national sovereignty and identities or “diluting our culture,” as Eurosceptics so commonly argue, but that we would instead be complementing, and expanding in the speech:

On Identity and Brotherhood

“And why should there not be a European group which could give a sense of enlarged patriotism and common citizenship to the distracted peoples of this mighty continent?”

This statement very succinctly sums up European identity. European brotherhood and shared sovereignty is not at odds with national, or even local identity – it complements it and enlarges it. But it requires an act of faith. A leap forward.

On Pooling of Power

Being part of a European family broadens our horizons and compassion. It also serves great political gain. From the speech:

 The structure of the United States of Europe will be such as to make the material strength of a single State less important. Small nations will count as much as large ones and gain their honour by a contribution to the common cause.”

In this sentence, Churchill crystallised beautifully the power of the European Union, 50 years ahead of its time. In the modern world of global superpowers, the EU allows its component small nations to count as much as the major world superpowers, and punch significantly above their weight.

On Preventing Nationalism and Conflict

Churchill had the shrewd political foresight to see that the only way forward for Europe, past the bloodshed and horrors of the previous two world wars, was to unite and form a common governance system. In his speech, he explained:

“If Europe were once united in the sharing of its common inheritance there would be no limit to the happiness, prosperity and glory which its 300 million or 400 million people would enjoy. Yet it is from Europe that has sprung that series of frightful nationalistic quarrels…which we have seen in this 20th century and in our own lifetime wreck the peace and mar the prospects of all mankind.”

On the European Family

He identifies firstly that peace and sharing of common inheritance is the best way to ensure future prosperity in Europe, which is a theme he dwells on and an idea that Eurosceptics often deride in today’s society. Churchill believed in the idea of a European family and that we could unite together despite our differences, and that they didn’t have to drive us apart and put up borders between good people:

“If Europe is to be saved from infinite misery, and indeed from final doom, there must be an act of faith in the European family and an act of oblivion against all the crimes and follies of the past.”

On Britain’s Place in the United States of Europe

In 1949, in a speech to the European Movement, Churchill explained that:

At Gold Mercury, we want to draw attention to this especially defining speech of Churchill’s and at this particular time, because we believe its message has been lost and that most people are not aware of its existence or significance. A British hero, and arguably Britain’s greatest ever statesman, wholeheartedly supported a federal, integrated Europe. He understood the costs of war, and realised that the single greatest contribution to peace which could be made was only achievable by us coming together, pooling sovereignty, and working towards a cause far greater than ourselves. Learning from the separation and bloodshed of the past, and becoming relevant, exemplary players on a global stage.

You can listen to Churchill’s speech here or read a transcript of it here.

For more information, please contact:

Chon Kemp – Corporate Affairs
Gold Mercury International
Email: chon.kemp@goldmercury.org
Phone: From UK – 0207 193 3708
Abroad: +44 207 193 3708

On the BRAND EU Centre: The mission of the BRAND EU – European Union Brand Centre at Gold Mercury International is to assist in the creation of a powerful EU BRAND identity that connects with citizens and the rest of the world. Via our various programmes, we aim to clarify what the EU really is, its global role and where it is going (vision). One example of a successful programme is Captain Euro, the newly launched European Superhero, who has taken the media by storm and is designed to give Europeans a fun figure they can identify with. It is critical for citizens to get involved in the EU project. To achieve this, we must re-position the BRAND EU and show its key benefits, while proposing ways forward, recognising the need for constructive EU reforms. The Centre uses Gold Mercury International’s extensive experience in global branding and identity issues, European Union affairs, strategic visioning, communications and territorial branding. The centre is backed by prominent supporters of the European Union including Enrique Baron Crespo former President of the European Parliament and Todd Ruppert founder of Ruppert International and former CEO of T. Rowe Price Global Investment Services. www.brandeu.eu

On Gold Mercury International: Established in 1961, Gold Mercury International is the Global Vision Strategy think tank. Gold Mercury works with companies, 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. Since its founding in 1961, Gold Mercury has been a pioneer in developing corporate visioning frameworks that integrate the future in strategic planning, policy and governance. Our CORPORATE VISION SYSTEM® brings together the most important organisational components to define, manage and maintain a corporate future: Strategic Visioning, Global Branding, Business Model Innovation and Organisational & Cultural Transformation. GLOGO® is Gold Mercury’s Global Governance Centre for Sustainable Globalisation. GLOGO® develops future intelligence on the challenges and opportunities of globalisation and the way in which it affects global areas and industries. GLOGO’s unique framework includes a monitoring and rating system to organise world complexity and report on the impact of major decisions and events on the future of our world.www.goldmercury.org

 

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Top European Union Institution Interviews Gold Mercury President

Nicolas De Santis on the key issues surrounding the future vision of Europe and its brand identity.

Nicolas De Santis was interviewed by the EU’s European Economic and Social Committee (EESC) about the need to build a socially just and cohesive Europe based on shared values, and he talked about the BRAND EU Centre’s goals and the identity problem in Europe. He discusses the important role of organisations like the EESC, and how they can adapt to the changing climate and dangerous Euroscepticism, and highlight the important role and work that they do within the EU framework.

The EU’s Economic and Social Committee is the body of the European Union established by the Treaty of Rome to unite the different economic interest groups and establish a Single Market. The EESC includes employers’ organisations, trade unions and civil society, and it is mandatory for the EESC to be consulted on the issues stipulated in the treaties, and in all cases where EU institutions deem it appropriate. It is a key organization for democratic representation of different interests.

You can read the full interview here.

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Nicolas De Santis To Speak About English As European Language At Edukwest Multilingualism Event

Nicolas De Santis, President and Secretary General of Gold Mercury International, will deliver a keynote on the English language and its role in the European Union at the upcming EDUKWEST event on Multilingualism in Europe.

You can learn more about the EDUKWEST event here.

The multilingualism event will take place on the 17th September, 2014, at the Glasshouse Building – 2 Trematon Walk (Off Wharfdale Road) – Regent’s Quarter – N1 9SR London – United Kingdom.

The BRAND EU Centre have launched a publication outlining how English is already the de facto language of Europe, and puts forth the position that we should embrace English as an unofficial language of Europe; as it has the power to unite us all in our diversity. This would not be at the detriment of existing European languages and would not serve to override them, but instead compliment them and give us a common European ground – especially when Europeans are already exceptionally multilingual and mobile. You can read the BRAND EU paper here.

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Brand EU Centre Featured on RT (Russian Television)

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.

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Brand EU Centre Featured in El Pais Newspaper – June 2014

Gold Mercury's newly launched BRAND EU Centre was recently featured in El Pais newspaper, in an article by Walter Oppenheimer.

You can read the El Pais Newspaper article here.

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

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Brand EU Centre Launch Attracts World Media Attention: CNN, CNBC, Al Jazeera and RT Coverage

Gold Mercury have recently launched the BRAND EU™ Centre: a pro-EU, independent initiative designed to reposition the European Union’s poorly communicated “brand image” and clarify its future vision. It will also deliver critical analysis and insights on the current state of the EU’s identity, and provide solutions for increased citizen involvement and improved EU governance.

The launch of the European Union Brand Centre is already attracting world media attention. As part of the media campaign leading up the full launch of the center, Gold Mercury President and Brand EU Centre Founder Nicolas De Santis has been appearing on live television interviews to discuss the European Union’s branding problem, and why it so desperately needs a dedicated centre to manage its brand.

De Santis was interviewed by Richard Quest of CNN on “Quest Means Business,” concerning the current identity and branding crisis which the European Union is suffering. During the interview, they discussed the “shambolic” situation with regards to how the EU connects with its citizens, and how the EU has safeguarded peace in Europe for 50 years now.

De Santis was also interviewed by leading anchors Ross Westgate and Louisa Bojesen on CNBC. During the interview, De Santis talked about the branding problem of Europe and why focussing on helping citizens connect with the European brand is so important for the future of the EU and of European peace and stability. Over the course of the discussion it was noted how the typical discourse surrounding the EU tends to focus on the negatives (and/or how the negatives are avoided and mitigated by the EU in the pro-European forum), rather than the actual positives the EU brings to its citizens, such as its current moves to abolish roaming charges across the EU.

To learn more about the media interviews, watch the CNN and CNBC Videos above. To learn more about the Brand EU Center, please visit the following link.

Gold Mercury’s President also spoke on Al Jazeera and RT. On Al Jazeera he talked about the outcome of the European elections and how it is a reflection on the recent Eurosceptic discourse, and the growing need to solidify a strong brand and identity to help keep Europe together.

RT (Russian Television) conducted an interview at Gold Mercury and BRAND EU Headquarters in Mayfair London, where Polly Boiko, RT Correspondent, looked into BRAND EU’s recent poster campaigns, and their potential impact on driving home both humorous and serious/emotional messages about the EU to citizens.

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Gold Mercury Launches The Brand EU Center™ To Reposition The Brand Of The European Union And Clarify Its Future Vision

Poor management of the EU brand and its communications identified by Gold Mercury International as a major weakness, creating Eurosceptic and populist attacks, secessionist movements, and harming citizen involvement and progress of the Union as a whole.

London 13th May 2014

London based Gold Mercury International, the Corporate Vision® Strategy Think Tank, has launched the BRAND EU™ Centre, a pro-EU, independent initiative designed to reposition the European Union’s poorly communicated “brand image” and clarify its future vision. It will also deliver critical analysis and insights on the current state of the EU’s identity, and provide solutions for increased citizen involvement and improved EU governance.

The EU and its institutions are too complex, and EU symbols have failed to connect with the citizens

Gold Mercury’s analysis of the EU brand and institutional framework concludes that the many EU institutions (how the EU works) are too difficult for the public to understand. Also the symbols such as the European Flag, the Euro currency, Europe’s national day (9th of May) and Europe’s anthem (Beethoven’s 9th Symphony) have failed in connecting with the citizens and convey little emotion or clarity about where the European Project is going. Instead these symbols currently represent a distant and complex institutional structure, and the bureaucratic nature of the project. They fail to convey all the benefits of the EU in citizens’ everyday lives.

The EU has maintained peace in Europe for more than 50 years. More recent and practical examples of benefits include: ensuring food safety (like in the horse meat scandal, requesting more traceability in the food chain), making markets competitive (like in reducing mobile phone charges). The lack of an effective EU brand strategy provides a great vacuum that is currently being filled by Eurosceptic and populist, rhetoric based mostly on EU myths and scare tactics.

Potential UK-EU referendum and Secessionist movements across Europe

With the upcoming Scottish Referendum potentially breaking the UK federation, the potential secession of Catalonia from Spain, the requests for other regions to secede from their own countries and the potential UK exit from the EU based on a future referendum, it is clear that a strong and more united European Union is critical to maintain stability in Europe. No country would benefit from the disintegration of Europe; going back to a pre-World War II scenario, and repeating the horrors and chaos of the past.

Clarifying the future vision and BRAND OF THE EU

The mission of the ‘BRAND EU – European Union Brand Centre’ at Gold Mercury International is to assist in the creation of a powerful EU BRAND identity, and clear vision that connects with citizens and the rest of the world. Via its research and various programmes, Gold Mercury aims to clarify what the EU really is (a bastion of stability), shed light on its critical role in the world, and stimulate unbiased discussions concerning where the EU needs to go and what it must evolve into (vision).

Gold Mercury believes that it is now critical for citizens to get involved in this stage of the EU project before they become too disenfranchised. To achieve this, the BRAND EU Centre will help re-position the EU BRAND, and show its key benefits and its weaknesses; while proposing ways forward and recognising the need for a brand reinvention and clarity of vision. Ultimately the centre will propose constructive EU reforms and more efficient EU governance. The BRAND EU Centre draws on Gold Mercury International’s extensive, 50+ years’ worth of experience in building global and institutional brands, and our expertise in global governance, strategic visioning & scenario planning and territorial strategies. Gold Mercury’s team expertise includes brands such as Coca Cola, Iberdrola/Scottish Power, opodo, Prisa (the Spanish Media Conglomerate), Google, Garanti bank, Government of South Africa, the European Parliament and the European Movement.

“Gold Mercury has identified the lack of a clear EU Brand identity as a key obstacle to achieving the full support of its citizens and to the development of Europe as a whole. One of the key branding problems for citizens, which hinders their ability to understand the European Union and participate actively, is the complexity of the current political structure of the EU. It is a hybrid between a federal system and an international organisation. It can be only understood by academics or experts. It is critical that we make it simpler to understand and create a glue; an ‘esprit de corps’ that binds people closer together.”

says Nicolas De Santis, President of Gold Mercury International, and global branding expert.

Giving the EU a right to a fair trial. Eurosceptic and populist attacks on EU mostly based on myths, media bias and misinformation to the public.

The research carried out by Gold Mercury, on the Eurosceptic discourse which generates a negative climate of opinion about the EU, finds that it is based mostly on myths and misinformation that can be easily challenged by using real facts. If we analyse a popular Eurosceptic myth, like: “The EU is costly and inefficient”, the reality is that there are fewer than 27,000 full-blown Eurocrats to serve an EU population of more than half a billion people. By contrast, Britain has just under half a million civil servants, 158 times as many as the EU Commission, on a per capita basis. By clarifying the real EU situation, inspiring discussion, and filling the proverbial information vacuum, Gold Mercury aims to shed light on European Union affairs and allow people to reach their own independent judgement of the EU, with all the facts and material presented clearly.

“We Europeans are striving to overcome the ongoing crisis and strengthen our common project. Most of us think that we must go on, by carefully weaving together the fabric of a more United Europe, while others think they are trapped in a spider web. Former President Lula has rightly reminded us that we Europeans do not have the right to cancel a project that belongs to the whole Humanity.”

Enrique Baron Crespo, Former President of the European Parliament.

BRAND EU Centre Leadership

The BRAND EU Centre is led by Nicolas De Santis, President of Gold Mercury International; and Enrique Baron Crespo, former President of the European Parliament. Nicolas De Santis is an expert in global branding and European Union identity issues, and has advised the European Parliament, the European Commission on EU Brand issues and the launch of the EURO. Enrique Baron Crespo is a leading figure in the construction of Europe, and the President of the European Parliament (1989–1992), Chairman of the European Parliament Committee on Foreign Affairs (1992–1995), Chairman of the International Trade Committee of the European Parliament, and was the International President of the European Movement. Leading global business figures are joining the initiative, including U.S. business leader Todd Ruppert, Founder & CEO of RTR International and former President & CEO at T. Rowe Price Global Investment Services.

Promoting the core values of the European Union – The EU is a global public good and a great example of international governance and cooperation.

The European Union is the great demonstration that cooperative forms of global governance work. It has united Europe in peace for more than 50 years. Despite being the best example of international cooperation and peace in the world, the “brand,” and communications of the EU have not been well managed, understood or communicated to the people. This has created a prevailing atmosphere of disenfranchisement, and opposition to what is undoubtedly an incredible global public good of peace and great stability in the world; given today’s increasingly volatile world. This needs to be protected and nurtured.

The BRAND EU Centre aims to guarantee that the people of Europe, and beyond, understand the EU, and the universal values which its member states have chosen to represent and defend. Values like liberty, democracy, solidarity, human rights and the rule of law. The EU’s values are universal and global. The BRAND EU is therefore a global brand and a guarantor of these values, and the BRAND EU Centre aims to promote and strengthen this brand.

BRAND EU Centre – Target Areas and Programmes

In order to progress forward with the European project, the BRAND EU Center will develop BRAND EU campaigns, conduct independent research, issue publications and organise events and webinars, which facilitate dialogue around the research topics of the centre between European, national and international authorities, civil society members, corporations and European citizens in different countries. We believe that it is critical for business leaders, public officials, and most importantly – the everyday citizen, to truly understand what the EU really is, how it works, and its vision for the future, as well as to establish a brand identity which all of its citizens can relate to.

The role of the BRAND EU™ Centre involves the following areas:

  1. Clarifying the current state of European Union brand identity and the role of the EU at all levels: local, regional, national, and international.
  2. Assisting in the strategic positioning and promotion of the BRAND EU as a leading global brand of unity, both within Europe, and the world.
  3. Facilitating independent discussion and debate about European Issues on a level and informed playing field through programmes, campaigns and events. For everyone – not just academics and experts.
  4. Clarifying how the EU works through research programs and publications, to improve European communications and understanding. Some current BRAND EU™ research areas include:
  • Re-positioning of BRAND EU and its vision for the future
  • Demystifying the EU Myths – Speak Truths about the EU
  • Building a Collective EU Brand Identity
  • The Current State of European Union’s Governance & the Potential for Greater Political Integration
  • Comparing the EU and US Federal Systems
  • Clarifying UK and Pan-European Opinion Polls on the EU

5. Monitoring the EU Brand and reporting on its progress.

“A United Europe is important for the world. The recent EU-US Summit in Brussels has shown that the European Union as a whole is a key ally and strong partner of the United States, sharing core values of democracy, individual freedom, the rule of law, human rights and a commitment to open societies and economies.  The US and the EU work together in solving global challenges including reinforcing economic growth and job creation. The Summit reaffirmed the ambitious Transatlantic Trade and Investment Partnership (TTIP) that will reinforce an economic partnership that already accounts for nearly half of global output and supports nearly a trillion Euros in bilateral trade and 13 million jobs on both sides of the Atlantic.”

Todd Ruppert, Founder & CEO of RTR International and former President & CEO at T. Rowe Price Global Investment Services.

The European Union is the legacy and resolution of centuries of war and devastating conflict in Europe; culminating in World Wars 1 and 2. The EU recently won the 2012 Nobel Peace Prize for advancing peace, democracy and human rights in modern times. We believe that if we are able to clearly communicate what the EU really is and what it stands for in the world, all Europeans (and non-Europeans) will increase their support and involvement in the European project so important for world stability.

For further information or to arrange media interviews contact:
Chon Kemp – Corporate Affairs: Chon.kemp@goldmercury.org
Phone: From UK 02071933708. From abroad: +442071933708

ON GOLD MERCURY INTERNATIONAL

Gold Mercury – The Corporate Vision® Strategy Think Tank. Gold Mercury works with 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. Since its founding in 1961, Gold Mercury has been a pioneer in advancing global governance and international and economic cooperation in different spheres. GLOGO®, our Global Governance Monitoring and Rating System is a unique framework to organise world complexity and report on the impact of major decisions and events on the future of our world. Our historic GOLD MERCURY AWARDS® for Global Governance exemplify visionary leadership and sustainable decision-making. Our laureates include the most visionary individuals and organisations in the world. Our Visionary Leadership Academy offers executive programmes and Master classes to develop the new leadership and strategic skills required to lead in the 21st Century.

ON BRAND EU – EUROPEAN UNION BRAND CENTRE

The mission of the BRAND EU – European Union Brand Centre is to assist in the creation of a powerful EU BRAND identity that connects with citizens and the rest of the world. Via our various programmes, we aim to clarify what the EU really is, its global role and where it is going (vision). It is critical for citizens to get involved in the EU project. To achieve this, we must reposition the BRAND EU and show its key benefits, while proposing ways forward; recognising the need for constructive EU reforms.

Founding Partner

Media Partners

   
 
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The Brand EU Center – Nicolas De Santis and Enrique Baron Crespo Interviewed on CNBC

As part of the launch of Gold Mercury's Brand EU Center, Gold Mercury President Nicolas De Santis, and Former President of the European Parliament, Enrique Barón Crespo, were interviewed on CNBC about the current situation in the upcoming European elections and the aims and goals behind the Brand EU Center, which Gold Mercury launched today.

The Brand EU Centre is Gold Mercury’s initiative to reposition the brand of the European Union and clarify its future vision.

Enrique Barón Crespo stressed the importance of the upcoming European elections, and the need for ever greater political and economic integration throughout Europe, which is currently suffering from a brand management crisis; which has created an atmosphere of popular dissent and Euroscepticism which threatens the foundations of European peace. Barón Crespo stressed that these upcoming European elections are especially important because they are the first elections in EU history which have featured a real “European” electoral campaign, at a time when voter apathy is at its highest.

Nicolas De Santis talked about the launch of the Brand EU Center, which he and Enrique Barón Crespo are jointly leading.

The mission of the BRAND EU – European Union Brand Centre at Gold Mercury International is to assist in the creation of a powerful EU BRAND identity that connects with citizens and the rest of the world. Via our various programmes, we aim to clarify what the EU really is, its global role and where it is going (vision). It is critical for citizens to get involved in the EU proj ect. To achieve this, we must re-position the BRAND EU and show its key benefits, while proposing ways forward, recognising the need for constructive EU reforms. The Centre uses Gold Mercury International’s extensive experience in global branding and identity issues, European Union affairs, strategic visioning and territorial branding.

Despite being the worldwide shining bastion of global governance and peace, the “brand,” or the identity of the EU has not been well managed, understood or communicated to the people. This has created a prevailing atmosphere of disenfranchisement and opposition, to what is undoubtedly an incredible global public good of peace and great stability for us all; given today’s increasingly unstable world. The European Union is the legacy and resolution of centuries of war and conflict in Europe; culminating in World Wars 1 and 2. It is crucial that we do not allow this legacy to be eroded by its own weak marketing strategy which does not reflect the current reality.

The BRAND EU Centre is Gold Mercury’s initiative to resolve this disenfranchisement, and will be run by Enrique Baron Crespo, former President of the European Parliament, and Nicolas De Santis, President & Secretary General of Gold Mercury International. The BRAND EU Centre will unofficially manage the EU’s Branding, and make it communicable and accessible for all citizens; to understand and appreciate.

adminThe Brand EU Center – Nicolas De Santis and Enrique Baron Crespo Interviewed on CNBC
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