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.
Gold Mercury President and BRAND EU founder, Nicolas De Santis, was interviewed on CNBC Italy by anchor Angela Antetomaso to discuss the key issues related to the upcoming EU referendum in the UK.
BRAND EU is the independent brand marketing champion of the EU, acting as a research and communications centre to promote the EU brand in Europe and the world. On the upcoming UK referendum on the EU, Nicolas De Santis said that via its BRAND EU programmes, Gold Mercury International will do everything possible to change the negative image of the EU in the UK.
The negative repercussions of a BREXIT are global and far reaching. It will destabilise economies, international security. BREXIT benefits no one except our enemies. So far we have been successful with BRAND EU in creating a communications base to build a campaign from. Brexit is a possibility as the issue will be put to the vote of the public. One of the biggest issues is that in the UK we have a brutally Eurosceptic media which will stop at nothing to sell papers and influence people in a negative way towards Europe. Hopefully the British public will be able to make their own mind up, do their own research, otherwise, we could be sleepwalking out of the EU and into oblivion. We will do the impossible to avoid it”.
De Santis had previously forecasted in the same CNBC programme in June 2015 on the impossibility of a Grexit saying:
Greece has been lent €240 billion so far and is in a technical bankruptcy, or let’s call it a ‘controlled bankruptcy’. Its lenders need to keep flowing funds into Greece while giving it more time to get its house in order and agree a payment schedule that allows the country manage its internal politics and funding needs. The world does not want a Grexit and neither do the majority of the Greeks”.
To watch the recording of the live interview click here.
Gold Mercury President Nicolas De Santis was interviewed on CNBC by anchor Angela Antetomaso to discuss the current Greek Financial crisis and the issues related to the upcoming EU referendum in the UK.
De Santis focused his remarks on the impossibility of a Grexit and his belief that a deal with international lenders, the IMF, the ECB and the EU can be reached. De Santis said:
Greece has been lent in the region of €240 billion so far and is in a technical bankruptcy or let’s call it a ‘controlled bankruptcy’ where lenders need to keep flowing funds into Greece while giving it more time to get its house in order and agree a payment schedule that allows Greece to manage its internal politics and funding needs. The world does not want a Grexit and neither do the Greeks.”
On the upcoming UK referendum on the EU, Nicolas De Santis said that via its BRAND EU programme, Gold Mercury International will do everything possible to change the negative image of the EU in the UK.
“So far we have been successful with BRAND EU in creating a communications base to build a campaign from. Brexit is a possibility as the issue will be put to the vote of the public. The biggest issue is that in the UK we have a very Eurosceptic media which will stop at nothing to sell papers and influence people in a negative way towards Europe. Hopefully the British public will be able to make their own mind up, do their own research, otherwise, we could be sleepwalking out of the EU and into oblivion. We will do the impossible to avoid it”.
To watch the recording of the live interview click here.
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”
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.
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.
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.
Nicolas De Santis – President of London based Gold Mercury International, the Corporate Vision Strategy Think Tank, was interviewed by Angela Antetomaso of CNBC Italy about the political, historical and strategic background to the current crisis in Ukraine and the Crimean peninsula.
The crisis in Ukraine began when the Ukranian government suspended their plans to sign a Free-Trade Agreement with the European Union, in favour of closer economic ties with Russia; despite public support for closer integration with the EU. This increased widespread public perception of corruption within the Ukrainian government, and the government’s subsequent violent dispersal of what were initially peaceful protests paved the way to the escalation of the crisis, known as the Euromaidan. When Ukranian President Viktor Yanukovych fled from Ukraine for fear of his life, and was subsequently replaced by an interim, pro-European government, Russian forces occupied the Crimean peninsula and parts of Kharkiv, Ukraine’s second largest city, with Russian Presidnt Vladimir Putin claiming to be defending Russian interests, and the Russian population in Crimea, the majority of whom are Russian speakers. This clash of global superpowers and interests has been likened by some to be reminiscent of a Cold War struggle.
“Russia’s incursion into Ukraine is really about strategic interests, and in some ways, an assertion of power. The Euromaidan has threatened the power which the Russians had over Ukraine using economic and resource might, and so they feel they have been forced to respond to the threat of the new pro-European power with military might. Though it is not entirely bluster, the Russian military action and takeover of Crimea is more a display of power and a threat than a precursor to any armed conflict. It is not in anyone’s interests for that to happen, a fact which Putin knows very well.”
Nicolas De Santis, President of Gold Mercury, on Russia’s motives for recent action in Crimea.
De Santis provides an analysis and explains the situation as a geo-political ‘Chess Game’ getting out of control. De Santis explains the rising of the Euromaidan movement, fighting to join the European Union, the quest for Russia to have Ukraine join its own Customs Union (Eurasian Economic Union) and keep Ukraine in its sphere of influence (and out of NATO). These tensions led to the fall of the existing government in Ukraine and the Crisis in the Crimea (of Russian majority), a naval base port of critical strategic importance to Russia. De Santis also explains the importance of Ukraine for Russia as its conduit of gas to Europe via the Trans-Siberian Gas Pipeline. Ukraine also depends on Russia for over 50% of its gas. Recent gas-price wars between Russia and Ukraine also were part of tensions between the two nations, which have been gradually escalating as the crisis progressed; but have now diffused slightly.
De Santis also gives details on how the history of the Unity of Italy (Il Risorgimento) is directly connected to the Crimean War of 1853 where the forces of the Kingdom of Sardinia of Vittorio Emanuele II and Cavour allied with the French forces to fight the Russian Army in the Crimean Peninsula. Italy later requested French assistance in Italy in the fight against the Austrians to gain control of Lombardy in the quest for Italian Unity. De Santis argues that ultimately, the crisis in Ukraine, Crimea and Russia will diffuse without conflict, as it is not in any of the nations’ interests to engage in war with one another. It is ultimately a political jousting of wills; an assertion of control and a restatement of interests.
ClassCNBC, the Italian News Division of CNBC, has interviewed Nicolas De Santis, President of Gold Mercury International, on the role that the Italian Presidency of the European Union, starting on 1st July 2014, should play to advance Italy and the EU.
CNBC Anchor Angela Antetomaseo interview De Santis, where he proposed that the Italian EU Presidency could be used to develop a strategic vision of the country and relaunch a new ‘futuristic Italian Rinascimento’. Nicolas De Santis, who advises governments and corporations on long-term strategic visioning, business model innovation and sustainable strategies, mentioned in the interview that a strong Europe must be made of strong nations who collaborate to achieve common goals and whose destiny is interlinked. During the interview the importance of fiscal federalism in Europe and the future banking union were discussed.
“The time has come for Italians to choose a new road forward. It is time for a new ‘Italian rinascimento’. Italy needs a strategic national vision that clarifies Italy’s role in the 21st Century, within the EU and the world, that creates a new revived shared national identity and ethic. The future vision must be ambitious but achievable and can be based on the creative and entrepreneurial potential of the “Italianità” (Italian talent and excellence) in the world. The new national vision and ethic would then help direct the energy and decision making of the nation, citizens and politicians”.
Nicolas De Santis, in interview with Angela Antetomaeso of CNBC
ClassCNBC, the Italian News Division of CNBC, has recently interviewed Nicolas De Santis, President of Gold Mercury International.
The interview, conducted by TV Presenter Angela Antetomaso, covered the importance of sustainability and strategic foresight – when devising corporate strategy, and national strategies for the future of countries. Nicolas, who advises governments and corporations on long-term strategic visioning and sustainable strategies, also discussed during the interview why he believes that strategic vision and sustainable business models are critical to solve global challenges, and transform traditional sectors and industries for the future.
“With the acceleration of globalisation, it is more critical than ever to use foresight tools to be ahead of the game and anticipate the future in order to make the right strategic and investment decisions. Still today many policy and business investment decisions are made with not much understanding of the future.”
The interview discussed the pressing concern of population increase, as well as the growing need to devise long-term strategies to tackle these ever expanding pressures adequately and sustainably; and Gold Mercury’s role in helping frame this new vision for the future.
Global Population to Soar to 16 Billion by 2100
Nicolas De Santis also examined the importance of developing strategies that look and plan ahead for 50 (or more) years into the future, in order to avoid the mistakes of the past; which happened due to use of purely reactive policies, and a critical lack of foresight. He provided prominent examples of these failures in the fields of infrastructure, energy and education. As the global population will soar to 16 billion people by 2100, this doubling of the global population (currently at 7.2 billion people) will require new systemic changes and strategies to find new, imaginative ways to solve the world’s most pressing challenges; from global resources to global health.
“Many of the challenges that we face today are due to the lack of foresight of our predecessors. We are inheriting the problems they created just as our future generations will inherit the product of our decisions today. Having a strategic vision anchored in sustainability will prevent us repeating our past mistakes.”
GLOGO® – A New Model to Co-Create the Future
Gold Mercury’s solution for planning our sustainable future is GLOGO® – the Global Governance Monitoring System, created by Gold Mercury to navigate the complex future across 8 synergistic global areas. GLOGO® organises the planet into these 8 areas, and anticipates future challenges and opportunities in these diverse sectors and areas; identifying areas of good or poor governance which enhance or threaten future sustainability.