This preference for style over substance is increasingly shaping Europe's political landscape, affecting even NATO and the European Union (EU). Although no doubt unsettling to conservative thinkers, this is actually a positive development, since state branding is gradually supplanting nationalism. The brand state's use of its history, geography, and ethnic motifs to construct its own distinct image is a benign campaign that lacks the deep-rooted and often antagonistic sense of national identity and uniqueness that can accompany nationalism. By marginalizing nationalist chauvinism, the brand state is contributing greatly to the further pacification of Europe.

Trecho de um artigo da Foreign Affairs sobre como os estados nacionais estão aprendendo com as corporações. (RSF)