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European brand communication?

By Boris Jarosch • Feb 22nd, 2010 • Category: Home Zone Spain, The Festival Embassy, Top News

For more than three years we have been promoting this European communication platform among YOU, the protagonists, and those who will make it happen. Of course… someone has to pay the party!

For more than three years we have been convinced that it makes just perfect sense to engage people European-wide with the idea of getting together - and Yes, it does.

We also were convinced that we would be able to engage international brands to act as European facilitators for the mutual benefit of both YOU and the brands. A challenging task because communication is national, communication is local. But why should Danone or Nestlé not be interested in supporting a European food competition where people from all over Europe can create their Euromeal based on healthy and yummy European ingredients?

Designed in Europe. Produced in Europe. Made for Europeans.

The only thing we can be certain about the future is that it will not be a prolongation of the past. Knowing that we continue to firmly believe in future European brand communication concepts.

In that sense we really liked that one slogan by KIA Motors in one of their brochures: “Designed in Europe. Produced in Europe. Made for Europeans.”

Non-European brands tend to have European headquarters: for example, Samsung and Kia in Frankfurt, Toyota in Brussels. They think European. It seems as if non-European brands were more European. Quite paradoxical; isn’t it? But it shows that European concepts are possible.

Also, think about the Champions’ League or UEFA Euro championships. On these platforms brands do communicate European-wide and successfully.

Let’s study it!

You can either keep sitting in your ivory tower or you go and look for other opinions. We are very pleased to announce our latest partnership with Barcelona-based ESEI International Business School.

ESEI, founded in 1989, is particularly renowned for its multi-cultural environment with students coming from more than 60 countries. Its founders, the family Estera, are excited to cooperate with The Festival. For them we are trying to achieve on a macro level what they experience every day in their educational micro world.

In cooperation with ESEI and their partner universities like Nottigham Trent University or the University of Westminster we plan to study the future outlook of European brand communication and create a case study about The Festival.

Carlota Estera, director of ESEI, praises our collaboration:

“We have been following The Festival for a long time now. When Florian told me about their experiences with potential sponsors of the project, we came up with the idea to engage our marketing specialists and international students with a European case study. They love the idea! So here we are, ready to start. We are very pleased to have the opportunity to support this great initiative. And, of course, we hope to bring The Festival to Barcelona anytime soon…”

The way forward

The Festival is a movement and we need people and institutions to move it - institutions like ESEI. In the future we will share with you our insights about European brand communication. Europe grows together, not only on the political and economical level, but also in the hearts of our people. We know it is still a long way to walk. But isn’t it great to be first mover?

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Boris Jarosch is co-founder of The Festival and in charge of Institutional Relations
Email this author | All posts by Boris Jarosch

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