WE’RE ALL PEOPLE AND SOMETIMES BRANDS
Of course, I`m talking about Eurovision. Maybe that‘s the point? We’ve always sought sublime ways of beating injustice. Now it turns out that entertainment can triumph! Entertain people and they will love you. Even CNN and the BBC, and all those who have been enthusiastically attacking us for almost a whole decade, have discovered a new side of Serbia thanks to Eurovision. We carried it off well, we were up to the task. Leaving the songs aside, one thing dominated – the people! People are the heart of any venture. Serbia`s most interesting brand proved to be her people. Not ajvar (the rights to which have been claimed by another country ), not šljivovica (plum brandy) , not kajmak (cream cheese)... Not even politics or war crimes.   

Serbian people’s joy and good manners triumphed over the bad guys and the image that has “branded” us to this day. That`s how we underwent a re-branding: smiling, exuberant, abounding with European manners and ways. We experienced slightly more serious media rehabilitation thanks to our tennis players, to Ana`s recent victory at the French Open, to her – and our – Suzanne Lenglen Trophy.

The women’s world`s number one tennis player is also more famous than šljivovica, peppers... not just because she is first. Not just because she is ours – but because she carries all of our energy and emotions. We’re all Ana. Strong, emotional, beautiful, gracious. We’re all winners. When any one of us is better, we all are. This should be a new rule in branding Serbia. Smiling Serbia. Victorious Serbia. And when the guests leave? Then you’re left with positive people who exude positive energy. Fun is salvation. For the whole of Europe, the world, and for us too.