Reputation is, nowadays, one of the main tools in the creation of value in our society. Although it is not a new concept, and its importance has been dormant since the dawn of civilization, now it has gained special relevance –even greater than before–.
In this regard, the European Union and its institutions are not excluded from this estimate by its citizens. A perception that risks falling into the trap of valuing only what appears to be instead of seeing what it really is , given its status as a extraordinary political construction.
This article I have written together with Carlos Carnero, Managing Director of Fundación Alternativas, analyzes the causes of wear of the European Union reputation and proposes measures that would, if adopted, not only curb this fall but build a strategy to improve it.
José Isaías Rodríguez, Vice President of European Affairs at LLORENTE & CUENCA