Born in a small town one hour north of Cologne, I now live in Berlin and work as a copywriter and brand strategist. I love the city, mostly for the interesting people it attracts from all over Europe and beyond. If you consider Europe as a brand, however, I believe it lacks something crucial: a capturing narrative. Only seeing an effective bureaucracy at work won’t fill your heart and soul with awe (unless you’re German, perhaps) but this is exactly what is needed for a polity’s long-term survival, if history is any guide. I don’t know whence this “European Dream“ will come, but unless it does, I’m not very optimistic, especially in case the times get tougher. Click HERE to read policy insights from Dennis Pachernegg.