Rebranding Europe 2024

Stavros Papagianneas

• 04 november 2024
• 9789464989618

Samenvatting:

Although the first edition of Rebranding Europe (2017) was triggered by Brexit and its consequences for both the UK and the EU, the author believes a second edition to be paramount after the corona crisis, the brutal invasion of Ukraine, and the absolute need of a repositioning for Europe in the world. The Union has had to face two tremendous crises in a period of two years and needs to differentiate its message towards internal and external stakeholders.

With growing instability in the world and the rise of authoritarianism and disinformation, the EU should take the lead in strengthening multilateral partnerships and in protecting and promoting democracy and human rights around the world. The EU also needs to ensure its strategic sovereignty and be less dependent in key technological areas, critical infrastructure, and supply chains. If the Union is to affirm its global leadership role, what is required is strong political will and decisive steps.

This book illustrates how Europe can be rebranded by providing key recommendations on how to convey the added value of the EU in the daily lives of the citizens. The author has interviewed a number of key stakeholders in European and global communications and important opinion leaders. Among them Androulla Vassiliou, former EU Commissioner Education, Culture, Multilingualism and Youth, two VPs of the EESC, Jane Morris (former) and Laurentiu Plosceanu, and Rick Ridder, former US presidential campaign and senior consultant the presidential campaigns of Barack Obama, Hillary Clinton and Garry Hart. Their insider accounts provide different perspectives on the topic.