Think different

He has been alongside leaders who are responsible for the biggest brands in the world. Founder and owner of Felix BNI, based in Athens, he began his career at Pepsi-Cola Africa as Advertising Manager. Shortly thereafter, he joined the dynamic advertising agency McCann-Erickson, with clients such as Unilever, Gillette, Kentucky Fried Chicken, L’Oréal, and Avis. Holding positions such as Regional Account Director in Hong Kong, CEO in Greece, and President and CEO in Mexico, he was later appointed Vice President and Director of Global Client Network in New York, responsible, among other things, for the global advertising campaigns of Coca-Cola.

In 1996, he moved to TBWA\Worldwide in New York as Global Client Network Manager, overseeing the global management of the iconic “Think Different” campaign that followed Steve Jobs’ return to Apple and made history. He is also known for his philanthropic work, having served as President of Make-A-Wish International based in Phoenix, Arizona.

He is a member of the Washington OXI Day Foundation and consults for HOPEgenesis, which addresses the issue of low birth rates in Greece. Unsurprisingly, he has received numerous awards, including the Lifetime Achievement Award from the Hellenic Council of America. Additionally, his work has been recognized by the American Congress, and the International Propeller Club of America honored him with the Members’ Award of Excellence in 2018. Many associate him with a single word, the famous "ΓΙΝΕΤΑΙ" ("It’s Possible") spoken at a Google conference in 2012. Optimistic, relentless, curious—Peter Economides is a force of nature.

Those who know him understand that the place where he recharges his batteries is his seat on an aircraft, in flight, ready for anything, at his next destination. This is, of course, the only place where he remains offline. “The first glass ceiling I broke was the one my father created. Paradoxically, he encouraged me to break it. My father was a very successful self-made man. From scratch, he built a remarkable heavy machinery business in South Africa. I was one of his three children and his chosen successor. I studied business and economics at the University of Cape Town and immediately began working with my father. However, I had already set my sights on Madison Avenue. One day, I confessed this to him. ‘Go show them who we are,’ he said with a huge smile on his face. And I left with wings on my back. In 1983, I broke my second glass ceiling when I was transferred to Hong Kong as Regional Account Director for Southeast Asia. Here, I learned the most valuable lesson of my early professional life.

The Chinese culture posed challenges for a young South African like me. Soon I realized that my knowledge and experience were worth little if I didn’t understand Chinese culture—especially their habit of nodding positively even when they disagree with you. I learned that ignorance allows for learning.”

But what does branding mean today?

He agrees with what Jeff Bezos has said: “A brand is what people say about you when you’re not there.” In other words, it is what we call reputation. It’s what others think of you.

It’s not just about communication; it’s about actions and character. It’s about who you really are. What you say, what you don’t say, what you do, what you don’t do—everything that those connected with your product or service say and do. Every touchpoint is an opportunity to build a brand. And every touchpoint is an opportunity to destroy what has been built. Touchpoints are shaped by behavior, and behavior is guided by culture. If you don’t aim to become something for someone, you end up being nothing for everyone. This holds true for brand strategy as well.

Aristotle provided the perfect brand model over 2,500 years ago.

He spoke of ethos: the roots, heart, and soul of who you are. Ethos is not expressed through a clever slogan but through a strong and compelling expression of your truth with which others can connect. That’s how you become something for someone.

Today’s greatest challenge, he admits, is the constant rapid changes that require readiness, flexibility, and reflexes. But also consistency of character and ethos. “In the past, we viewed the brand as added value. In today’s world, it’s fundamental value,” he adds. He recalls an article by William Sodderland: “We became creative out of necessity. We have lived on a continent that has been sluggish and defensive because it didn’t need to change for the last 70 years. Now things have changed.”

He is convinced that Greece can and should be the West Coast of Europe.

“We have talented people, and we can attract many more. We have the lifestyle. And now we have the right mindset. After all, in every category, there is a protagonist, a leader who shows the way forward. Coca-Cola is the protagonist in soft drinks. Tesla in electric cars. Apple in computers. Is Greece the Apple of the Mediterranean? Yes, in every possible way. The best way to predict the future is to create it.”

A wonderful expression attributed to Abraham Lincoln. People shape the future that I see emerging for Greece.