Alexis Papachelas
Greece has an extraordinary reserve of “soft power.” Rubio’s speech demonstrated that as clearly as anything could. Whether one agrees or disagrees with the way he tailored his narrative to the setting, there is no doubt that it offered further proof of the strength of the Greece “brand.” It is so powerful, in fact, that it endures and captivates without us doing much of anything to support it...
Our soft power rests on a unique combination: the birth of democracy and the classical tradition, the beauty of the Greek landscape, our own version of the Mediterranean diet, and the distinctive, relaxed character of Greek hospitality.
At some point, Greece’s best minds in advertising, culture, tourism, wine, and food need to sit around a table and draw up a plan for the next 10 years.
Greece’s great advantage is that it is instantly recognizable. From America to India and China, most people have heard of our country or know something about it. Few small countries enjoy that advantage.
In recent years, we have managed to become fashionable again, a leading tourist destination. That achievement is largely down to the Greek private sector, which weathered the financial crisis and made enormous strides in hospitality and dining.
But when we compare how Italy has made use of its own brand, we realize how far behind we remain, from wine and food to culture. The Greek state has never achieved anything lasting or made a meaningful mark in this field. Our politicians, after all, are preoccupied with spending advertising budgets to promote themselves, rather than the country.
Major initiatives in the past to establish Greek cultural centers around the world came to nothing, and the country’s public diplomacy has been left to fend for itself. When a collective promotional effort is needed, the private sector suffers from the familiar Greek affliction: everyone wants to do their own thing and waits for state subsidies.
At some point, Greece’s best minds in advertising, culture, tourism, wine, and food need to sit around a table and draw up a plan for the next 10 years.
We are at a unique moment. Whether because of tourism, the crisis facing democracy worldwide, or our successful emergence from the financial crisis, the Greece brand is particularly relevant today.
We have a duty to build that brand abroad on solid foundations, because soft power also helps us communicate Greece’s positions on matters of “hard power.”
And at home, we must ensure that the brand stands for more than our history and the good life. It must also reflect contemporary achievements in research, technology, and production.
