Europe needs a sound marketing and communication plan. Here is how.
What is the value of the Europe brand? Not so high if you compare it with the speculations around the sovereign debt of EU member states and discussions around the strength of the Euro. But in fact, when buying a brand investors look at other aspects besides financial figures: it is mostly the notoriety and recognition of a name or a logo.
The notoriety attached to the name “Europe” is therefore one of its most valuable asset because it draws million of images behind, related to culture, roots, traditions, diversity, history, etc. But when it comes to making the most of all these aspects, Europe perhaps fails to bring a consensus around its grand situation… maybe Europe lacks some self esteem.
Recently, the dean of the “World’s Business School” INSEAD declared in an interview to Euractiv that Europe should use marketing and communication techniques like corporate brands, namely Coca-Cola or Pepsi, that are internationally recognized brands and among some of the most admired companies.
Mr. Dipak tells us the following: “People in Europe should believe in Europe. We should tell them E.U.R.O.P.E. stands for Education, Unified vision, Roots, Openness, Positive attitude and Environment.” But can we really compare Europe with multinationals? For some parts I would say yes, but it could easily remain controversial among citizens.
Indeed, the most obvious reason is that Europe lacks the clarity and efficiency of a corporate brand: think one brand and attach one (or two, maximum) adjective to it. Branding is also about giving people (and consumers, in the case of corporate brands) an immediate answer to their need: “United in diversity”. But does this actually work? Who remembers this among young people?
Therefore there is a limit to comparing Europe to Coca-Cola or Pepsi.. but not so much to other brands. The one I would mostly associate Europe with is Intel and it’s “Intel Inside” slogan. And I think that it would perfectly adapt to the case of Europe.
Now how do we want to get this done? With a team of talents of course. For instance, take one Finish designer who will create a logo and chose nice colors, add one British for a catchy slogan and combine that with some French or Italian “tour de main” to add up a little craziness.
Europe is, in fact, a simple and easy matter, but the problem is that you don’t know it. Yet.
William Spac
Membre des Capris de l’Europe
