Branding as Culture: Lessons from Peter Economides at Endeavor Greece

Endeavor Greece had the privilege of hosting renowned global brand strategist Peter Economides for an intimate roundtable discussion. With a career spanning continents and collaborations with icons like Apple, Coca-Cola, and Heineken, Economides brought decades of wisdom; and a powerful reminder that branding is not about logos or slogans. It’s about ethos, purpose, and culture.

Great brands start from within

From the very first moments, Peter challenged us to shift perspective: a brand isn’t what you say - it’s what others say when you’re not in the room. Brands, he argued, are not cosmetic layers we apply to a product. They are the cultural DNA of a business. Every interaction, every decision, every unspoken behavior communicates what we stand for.

Quoting both Aristotle and Steve Jobs, Peter spoke to the timeless idea that consistency of character, ethos is the foundation of great brands. What you do with intention, over time, becomes identity. 

Why > What

Peter emphasized that consumers don’t buy what you do; they buy why you do it. Whether it’s Apple’s "Think Different" campaign or Starbucks’ aspiration to be the "third place" in your day, the most enduring brands offer a narrative bridge from where we are to where we want to go.

A brand, in his words, is the “narrative architecture” of an organization. It connects vision to reality and creates meaning in motion - for customers, teams, and partners alike.

The Power of Culture-First Branding

The conversation moved from theory to practice as attendees explored how purpose-driven branding applies not only to customers, but to talent as well. Peter made it clear: a company can only have one brand; but that brand must resonate across the entire ecosystem: employees, suppliers, investors, and customers. Strong brands attract talent not through ping-pong tables or perks, but by making people feel part of something meaningful.

It’s not about managing perception, he said. It’s about aligning behavior and belief. "We’re not in the business of products. We’re in the business of meaning."

A Greek Opportunity

Peter also touched on the broader opportunity for Greece in the global landscape. With a rising wave of entrepreneurial energy, a growing international reputation, and a new generation of ambitious founders, the country is positioned to play a much more prominent role in Europe’s innovation story. He highlighted that Greece has all the right ingredients (creativity, resilience, and strategic location) to not only attract global attention but to lead with fresh ideas and bold ventures. The challenge now is to act with clarity and confidence, and to turn this momentum into long-term impact.

Peter Economides reminded us that branding is not about decoration - it’s about declaration. It’s about choosing who we are, living it consistently, and daring to inspire belief in others. At Endeavor Greece, we left the conversation energized and united in one belief: brands don’t just sell products. They move people.