Branding Is Not a Logo – It’s What People Say About You

As part of the International Propeller Club of Norway’s ongoing work to strengthen its digital presence and communication, the Digital Committee recently met with Peter Economides — a globally recognised branding expert who has worked with companies such as Apple, Coca-Cola, L’Oreal and Nestlé.
Peter is currently leading the international rebranding of the Propeller Club. In this conversation, he shared his perspective on branding, human connection, and what it takes to build a global brand that resonates across cultures.

Peter quickly challenged the traditional understanding of branding.
While many associate branding with logos, design, and visual identity, he offered a much broader — and more meaningful — definition:

“Brand is what people say about you when you’re not in the room.”

In other words, branding is not something created on the surface. It is the result of everything an organisation does, says, and stands for.

This shifts branding from a marketing exercise to something deeply rooted in culture. Brand in this sense, is not in what you say, it’s in what you do, consistently.

At the core of Peter’s approach is a simple idea: Great brands are not created, they are discovered.
Branding is about uncovering the truth of an organization and expressing it clearly and consistently. He describes this through the strategic sweet spot, where ambition, DNA, and market relevance intersect.

Drawing on his experience working with Apple and Steve Jobs, Peter highlighted a shift in how strong brands operate. Brand is foundational value consisting of purpose, belief, values, narrative. Around that, you build your products and services.

Apple’s famous Think Different campaign is a clear example. It didn’t focus on computers or specifications; it focused on identity and belief. It’s universal, everyone can find something that resonates and this is what creates emotional connections, and ultimately, long-term loyalty.

Another great example of this is how Peter looked at Shipping, something close to the Propeller Club’s heart. Because what is shipping, really?
It is not just vessels, logistics, or infrastructure; it’s the invisible backbone of everyday life. Without it, we wouldn’t have furniture, cars, computers, or countless other essentials we take for granted.
It is a reminder that even highly technical industries are, at their core, about people and impact.

For an organization like the Propeller Club, with regional chapters across the world, one key question emerges: How do you build a global brand while respecting local identity?
Peter’s answer is both simple and powerful: “We need to find what is consistent at the center — and build the brand around that.”
Each port, each region, and each community brings its own identity, and that should be respected. But when connected through a shared purpose and narrative, diversity becomes a strength.
This balance between a strong global core and local relevance, is what enables brands to scale while staying meaningful.

Peter’s approach to uncovering this consistency follows a structured project flow, centered around listening, engaging, and including voices from across the organization.
As the work progresses, one thing is already clear: there is strong alignment across geographies. The emerging direction centers around connection, respect for local communities, and a shared global identity.
At its core, this is about belonging.

As his work with the International Propeller Club now moves into its next phase, there is a clear sense of momentum and genuine excitement around what is starting to take shape.
The early insights point towards something both grounded and ambitious: a stronger global narrative, built on connection, relevance, and a shared sense of belonging across regions.

We are truly looking forward to seeing the fruits of Peter’s work and how it will help shape the next chapter of the International Propeller Club.

Peter Economides is a global brand strategist, focused on helping organizations navigate change, from shifting culture and consumer behavior to the challenges of regional and global expansion.
His approach to branding is holistic and rooted in the belief that “everything communicates”. For Peter, brand strategy must be embedded across the entire organization, aligning people, purpose, and performance.

Originally from South Africa, Peter has lived and worked in Hong Kong, Athens, Mexico City, and New York. He has worked with some of the world’s most recognized brands, including Apple, Coca-Cola, Nike, Heineken, Audi, Nestlé, and Unilever.
Following senior roles at McCann Erickson Worldwide and TBWAWorldwide, he founded his own strategic brand consultancy, Felix BNI, in 2003.
In addition to his consulting work, Peter serves in several international boards and holds advisory roles across both business and non-profit organizations.
He is also a lifelong member of the International Propeller Club.