Branding Greece

WHEREAS thousands of Greeks of all ages and walks of life hope to flee from the nation’s dire economic predicament by emigrating, one of the most successful Greek expatriates chose to return to the land of his ancestors in 1999, purely out of love and faith in its unique virtues.

 

Peter Economides, who was born in South Africa and has lived in Johannesburg, Hong Kong, Mexico and New York City, is one of the leading experts in the field of brand management and strategy. His impressive portfolio includes promotional creations for world-known brands - from Apple and Coca-Cola to Audi cars or Absolut vodka. His Greek portfolio includes Antenna and Mega TV channels in Greece and the world’s first interactive destination branding project for the Cyprus port city of Limassol.

 

After a 40-year journey through the world of advertising and marketing, Economides is now the owner and founder of Felix BNI, an Athens-based consultancy firm that builds on experience as high-level executive in global advertising agencies McCann Erickson Worldwide and TBWA Worldwide. 

 

In an interview with the Athens News he talks of how reversing Greece’s image abroad can be achieved by managing its “brand DNA” and extols the work of what he calls “Greek heroes” from all walks of life in leading the country out of the crisis.

Athens News: At a time when some, like Greek-born Eurodeputy Yiorgos Chatzimarkakis, suggest that Greece should change its foreign name into “Hellas” to restore its image, you insist that the country has got a “brand-DNA” linked to its name that should be respected at home and abroad. Could you explain?

 

Peter Economides: Absolutely! It’s only a couple of extreme people who have that point of view that would let the country’s identity perish for the sake of something totally new or very old. To change our name at this point would be the most ridiculous thing on earth. Every strong brand has got its brand-DNA, that’s the fundamental undeniable truth about the brand, the reason why the brand exists in the first place.

 

And if you think of all the truly great commercial brands like Apple, Coca-Cola or BMW and Nike, they’ve all got very strong DNA and the people who manage these brands must be conscious of that DNA. And this is not something that can be changed. 

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http://www.athensnews.gr/issue/13482/53216