This document discusses developing a new brand for Greece centered around the concept of "human scale." It argues that a brand is defined by others' perceptions rather than controlled messages. For Greece, a human scale brand could highlight its ancient roots of democracy, arts, and viewing humans as the measure of all things. It would focus on unspoiled nature, food, Orthodox religion, architecture, and the Greek temperament. Such a brand would be relevant outside Greece by appealing to changing values around community, environment, and well-being. For Greece, a human scale brand represents an opportunity area through industries like green economy, education, culture, and more with Greeks as proud hosts.

1. Greece. Brand New?
Γιώπγορ Αναζηαζιάδηρ
Ημεπίδα:
Μιια Σςνεκηική Αναπηςξιακή Πποοπηική ηηρ Ελλάδαρ Απένανηι ζηην Κπίζη
Εςπωπαϊκό Κένηπο Απιζηείαρ Jean Monnet
Εθνικό Και Καποδιζηπιακό Πανεπιζηήμιο Αθηνών
Δεςηέπα, 2 Ιοςλίος 2012

2. So what is a brand?

3. a BRAND is a person’s GUT-FEELING about a
product, a service, an organization, another
person, a sports team, a museum, …, EVEN A
WHOLE COUNTRY AND A NATION

4. It’s NOT what
YOU say it is

5. It’s what
THEY say it is

6. It’s what
THEY say it is
Greeks Non-Greeks

7. Non-Greeks Brand Greece
Greeks

8. It’s NOT about a message
It’s about a nation’s TRUTH

9. It’s about
distilling
a simple
valuable
TRUTH

10. HUMAN
SCALE

11. why should
but
human scale be relevant
to people in Greece?

12. "Man is the measure
of all things”
Protagoras 490 BC – 420 BC

13. ‘cause it’s about our history
democracy, arts, sports, human sciences…
Greek ancient Gods as humans

14. it’s about the Greek sea, the Greek sun, the
unspoiled Greek nature
the inspiration they give to humans to go FW

15. it’s about the Greek food & diet

16. it’s about our religion,
the orthodox
temper church
And its about the Greek

17. It’s about Greek architecture

18. it’s about our economy of
services,
agriculture,
SME’s
it’s about the Greek products

19. and mainly, its about
the
Greek temperament

20. A broad footprint of our collective personality
Melancholic Choleric
Bad times
All times
Good times
Phlegmatic
Sanguine

21. why should
and
human scale be relevant
to people outside Greece?

22. ‘cause the world is changing
economy
co-existence
environment
well-being

23. why should
and
human scale be beneficial
for the nation?

24. An area of great
opportunity
green economy
human sciences education
culture and the arts
hospitality of every kind & recreation
entrepreneurship

25. with Greeks being the proud
HOSTS

27. GREECE
100%
HUMAN