Who checks the message?
Health marketing exists as a distinct practice. In 1971, Zaltman and Vertinsky proposed that marketing concepts could be applied to health outcomes, […]
The naming commons
Οίκος. A search on the European trademark database, at the time these words are written, returns 1,178 registrations containing this word. Furniture […]
Sunburned and overcharged: Inside the Tourist Trap
Most travellers have a version of this story. A restaurant that felt slightly staged. A bill that didn’t quite match the experience. […]
Ode to Greek Sunday football
Greece has 53 regional football associations. In the top three national divisions alone, 103 clubs compete; two thirds of them in the […]
A brand that lives in a folder
We have seen this more often than we’d like. A business invests months in building a brand identity. Strategy, visual system, verbal […]
Search Everywhere Optimization: Chaos is the new customer journey
A reel catches your eye on a Tuesday night. You tap the profile, scroll, forget about it. Days later the brand appears […]
Why the brief matters
Nobody renovates an apartment without a plan. Before a wall is moved, an architect defines load-bearing structures, electrical routing, plumbing constraints, and […]
Marketing in Greece isn’t dead, but it’s not alive either
Walk into any business meeting in Greece or Cyprus today and you’ll hear the same words: content, branding, funnels, engagement. Ten years […]