Simon Anholt, Policy & Brand Advisor, was a keynote speaker at the European Public Communications conference in Brussels, 19-20 Oct 2011.
His speech was provocative and trended a buzz.
Simon Anholt challenged the EU of developing a brand by redefining its lost purpose. Also, pointed that government officials should think and act more like brand managers not only policy officers.
He used a simple example of Nike to illustrate the essence of brand purpose, which is about getting groups of people in organization to act collectively.
Anholt’s point was that currently EU communicates even if it does not have a product, nothing to say and no-one (consumers) has asked for it.
His noted that politicians are irresponsible and wrong to exclude from their profession and called for imagination as it is what sets humans apart.
During the speech he challenged EU to come up with a strategy what EU is for and why people are glad EU exists.