Debt growing, unemployment spiking and crime on the rise as politicians bicker over the dying embers of a country that has lost the trust of its European partners: If Greece were a product, you would be pulling it out of stores, taking it off shelves and dumping whatever stock you had left. Or maybe not. Maybe you would have the crazy idea that this is just the right moment to rebrand your flagging product and sow the seeds of success.
Brand strategist Peter Economides knows about taking brands at their lowest ebb and turning them into world-beaters. He was part of the team that helped create Apple’s “Think Different” campaign in 1997. At that point, the computer manufacturer was on the wane – the public and the media had lost interest and the firm’s finances were in a mess. The campaign, featuring iconic 20th-century figures such as Maria Callas and Muhammad Ali, transformed Apple’s image and set it on the way to becoming one of the world’s largest companies today.
Economides believes that Greece is at the point where an inspired and properly managed rebranding campaign could turn it into the “Apple of the Mediterranean.”
Inside Greece 