Know Thyself: Peter Economides, Brand Strategist, Global Greek


This native South African born of Greek stock who now makes Athens his home has been on a crusade to re-brand Greece and her people. He became an overnight public figure (although long a celebrity in the world of branding and advertising) after he spoke at a conference in Greece about branding that went viral. Tens of thousands of YouTube views, hundreds of thousands of Facebook “likes” and Tweets later—and Economides is applying what he did to companies like Apple to his passion: Greece.

What is your idea of perfect happiness?
My feet dangling over the front edge of a sailboat under full sail power.

What is your greatest fear?

What is your guilty pleasure?
Plook on my bed at night

Which historical figure do you most identify with?

What is the trait you most deplore in others?
Jealousy closely followed by stupidity

What is your greatest extravagance?

What is your favorite journey?
Window seat on an airplane over the Aegean

Which words or phrases do you most overuse?

What is your greatest regret?
Not holding on to Apple stock which I had bought at $5 in 1997

What or who is the greatest love of your life?
The woman who taught me to scuba dive in the Seychelles. But only whilst I was underwater with her.

What single trait or characteristic about being Greek to you love the most?

When and where were you happiest?
The first time I ever scuba dived and found myself in the middle of a pod of dolphins

Which talent would you most like to have?
To play the saxophone

What is your greatest achievement?
Buying a saxophone

What single trait or characteristic about being Greek to you despise the most?
The phrase “ΔΕΝ ΓΙΝΕΤΑΙ”

If you were to die and come back as a person or thing, what do you think it would be?
A dog like Plook

What is your most treasured possession?
My computer

If you weren’t a brand strategist you’d be a(n): architect

The late Steve Jobs once said he’d give up all of his technology for an afternoon with Socrates. What would you give up for an afternoon and with whom?
My computer for an afternoon with Ghandi

What do you most value in your friends?
That they understand what I am saying before I have finished saying it

Who are your favorite writers?
George Pelecanos, Ralph Gibson, Michael Lewis, Gary Shteyngart, Jeffrey Eugenides

If you pressed “play” what band/singer is playing on your iPod right now?
Jimi Hendrix

Who is your favorite hero of fiction?
Inspector Clouseau (played by Peter Sellers)

Who are your heroes in real life?
My late father

What are your favorite names?
Felix, Luke

What is your motto?



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