I think that the problem that Europe faces at the moment, and this has to be the basis for any "brand strategy", is what is Europe for?
This has led many people to use the phrase "quote unquote" to signify that something is in quotation marks for any reason at all -- and to say "quote unquote" together at the beginning of the phrase. Purists find this very annoying, and regard this as a lazy way of saying "so-called".
As for "drawing" quotation marks in the air, many people also find that incredibly annoying.
Incidentally, there is a radio panel game, in which panel members have to guess the origins of literary quotations, which is called Quote ... Unquote. It's off the air at the moment, but you'll find its official homepage by following this link.