The Dutch government is working on a Personal Internet page (PIP) at which citizens can manage their contacts with the government 24 hours a day (tc, Dutch). Even the Dutch government is a brand in the minds of people. The brand Netherlands, with a very rich association network like the queen, the national anthem or the dive in the sea on New Year's day. A brand you feel connected to. A brand that helps to live in freedom, peace and safety in the Netherlands. A brand that adds a lot of value to our lives, which we tend to forget due to (among others) outdated communication. In the end we will also start dialogues with this brand. And it won't stop there. Earlier or later we will also start to feel something for Europe, the brand Europe. And finally (probably at the end of this century) we will feel like we're world citizens, with a much bigger brand of which we know the archetype now, but which is completely different from the brand we will then feel connected to. It will take at least another couple of generations, but the Netherlands as well as other countries are slowly moving into this direction.

• in Dutch