BRAND EU is the independent brand think tank centre to re-invent the EU’s brand, vision and business model

OUR MISSION

Build a dynamic European identity and visionary brand of Europe that enhances our national identities and inspires us to build an innovative EU and a sustainable world.

WHY BRAND EU?

THE WORLD IS A COMPLEX PLACE
It will only get more complex, not less. All nations share common problems and must cooperate together to find common solutions. The EU is now an invaluable global actor. A union of Member States and peoples. But with 28 nations and 500 million citizens, the EU has reached a turning point.

Though not perfect, we are the most successful experiment that the world has ever seen in global peace and in uniting former enemies to collaborate and work together. Our nations share power for the benefit of all and promote our universal values of peace, democracy and solidarity in the world.

WHY NOW?

EUROPE’S IDENTITY CRISIS – NEED FOR REINVENTION
Europe is going through a deep identity, economic and social crisis at a national, as well as European level. Although the EU is doing great things, it is only the negative things that make the headlines. EU institutions are distant, confusing and complex. The perception of the EU today is that of an undemocratic & elitist bureaucracy.

This makes it into a easy target for the negative internal and external forces that want to divide Europe all over again. It puts the entire project into doubt and generates instability for the future.

WHAT ARE WE DOING?

BRAND EUROPE NEEDS NOW A CLEAR VISION OF ITS ROLE AND PURPOSE IN THE WORLD
We are reinventing Europe’s future brand vision and business model. We aim to clarify our future role in the world, generate emotions and excite people to engage with the European project.

But brand and vision building is strategic and takes time. It will not be achieved in one day or with just a fancy new logo and glitzy ad campaign. BRAND EU aims to kick-start innovation and progress in Europe with active projects that show what the power of collaboration, unity and teamwork can do.

WHO IS BRAND EU FOR?

WE ARE A PEOPLES’ MOVEMENT – BRAND EU IS A PROJECT FOR ALL EUROPEANS.
BRAND EU works with civil society, private companies, partners, public agencies, the media, academia, NGOs, foundations and other key stakeholders in order to plan, promote and coordinate activities that achieve our common goals and projects to kick-start a new Europe.

WHO ARE WE?

BRAND EU IS A LONG TERM PROJECT FOUNDED BY GLOBAL GOVERNANCE AND VISION STRATEGY THINK TANK GOLD MERCURY INTERNATIONAL.
Established in 1961 and with great expertise in global and EU governance, brand vision and business model innovation, we are supported by leading experts in many different fields and areas relevant to the strategic, image and policy issues facing the EU brand.

These include critical issues that affect us all, including the future role and vision of Europe in the world, security and defence, job
creation, the single market, immigration, innovation, economy, energy, transport, the environment, and many more.

Sign up for our email newsletter!

brandeu_adminAbout the Centre