Bio: Peter Economides is a brand strategist. His work is focussed on change - on the strategic responses to shifting culture, consumer habits and behavior, and the challenges of regional and global expansion. His view is that brand strategy needs to be spherical and all encompassing, touching every aspect of the business organization and process. As he says, “everything communicates” and “strategy is nothing without a universally compelling, and individually enchanting big idea that engages and aligns people inside and outside the corporation.” Economides began his career in his native home of South Africa. Over the years, Economides has lived and worked in Hong Kong, Athens, Mexico City, and New York. His long career includes top brands such as Apple, Audi, Campari, Coca-Cola, Citibank, Gillette, Heineken, Levi’s, Nestlé and Unilever among many others. After a successful career with McCann Erickson Worldwide and TBWAWorldwide, Economides founded his own strategic brand consultancy, Felix BNI, in 2003. Economides, who has a degree in Business, Economics and the Social Sciences from the University of Cape Town, is Chairman of the Board of Directors of leading global charity, Make-A-Wish International.