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Rebranding the euro

Sally Herships Dec 2, 2011

Kai Ryssdal: It seems cruel irony to say this — given how things are going over there — but the euro is about to celebrate its 10th birthday. And even though 17 countries use the physical coins and bills that were introduced on New Year’s Day 2002, there may not be much to celebrate — which we thought is kind of sad. So we wondered how best to restore confidence in the single currency.

Sally Herships reports.

Sally Herships: What if we gave the euro a makeover?

European Union video: Europe builds bridges and inspires hope. It enables its people to look to the future with confidence.

At least it tries to.

Mark Gobe: Right now, the only information that we have about the euro is about financial data, fear or power.

Mark Gobe is CEO of the Emotional Branding Alliance.

Gobe: And what is a brand, a brand is about hope, it’s about giving a sense of a better future. The message is off substantially.

Aside from the euro’s promotional video I just played, Gobe says the euro may be beautiful, but the politicians behind it aren’t. Time for a makeover.

Jason Kernevich is creative director at graphic design firm Heads of State. He says it’s simple: Reward countries doing best financially by letting them promote their soccer stars on their bills.

Jason Kernevich: Countries in the least amount of financial crisis could get their all-star footballer on a higher denomination bill.

And countries whose finances aren’t so hot, like Greece, their stars go on smaller denomination bills.

Another idea? Capitalize on European fashion. Trend forecaster Catherine Mollering says let Karl Lagerfeld and Versace redesign the euro.

Catherine Mollering:It might become incredibly tiny one season, incredibly large, it might become embellished, it might become minimal.

But let’s hope it doesn’t become minimized in value.

In New York, I’m Sally Herships for Marketplace.

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