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.