rebranding europe 2024

Europe has been in the most complex crisis since the Second World War. Once the world’s bastion of liberal, democratic values, Europe has to confront demons it thought it had laid to rest. The old pathologies of populist nationalism, anti-Semitism, and territorial aggression are threatening to tear the European postwar consensus apart.

This is the second, fully revised and expanded edition of Rebranding Europe (2017). While the first edition was a response to Brexit and its implications for the UK and the EU, the author believes a second edition is crucial after the coronavirus crisis, the brutal invasion of Ukraine, and the absolute need for Europe to reposition itself in the global arena.

With two significant crises in just two years, the Union must craft a distinct and clear message for internal and external stakeholders. With growing instability around 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 must also ensure its strategic sovereignty and be less dependent on 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 into citizens’ daily lives. The author has interviewed several essential opinion leaders and key global communications stakeholders.