Who
My name is Katerina Xiu Xiu Mavroidis. I am your typical Greek-Chinese, with a Greek passport, and Swiss Residency. There aren’t that many of us and I have to admit that, even though our countries match up, my brother and I each represent a slightly different result of such breeding and experience. I work as a brand strategist (otherwise known as Planner) in Advertising. What I love about the work is that I get to investigate multiple perspectives. In the last two years alone, I immersed myself into the everyday lives of Chinese youth, mothers, affluents, young professionals, extended families, kitchens, bathrooms, shopping streets, websites, entrepreneurs, investors, single-children, businesses etc, to understand the trends today and support the branding future of clients in the following industries: Alcohol, Automotive, Banking, Beverages, Confectionery, Cosmetics, Credit Cards, Express Delivery, Fashion, Furniture, Hospitality, Industrial Technology, Luxury Goods, Mobile Phones, Google Adwords and maps, OTC Drugs, Pharmaceuticals, Retail, Travel & Tourism, Watches and White Goods.
What
My life experience predisposes me to a global outlook. The more cities, nations, languages, disciplines, industries, and causes I take on, the more I commit myself to exploring complexity, multi-layer identity, unifying and cross-cultural themes, and communication. Global Brands must respond to an increasingly complex world, that’s why I like them.
When & Where
This blog marks my 2-year point living and working in China. January 2008. For all my near-three-decades moving around and about feeling very half-Chinese, I only ever finally stepped foot in Asia two years ago. It was Saatchi & Saatchi that brought me to China, after 5 months Strategic Planning training in New York. Before that, I did my Tuck MBA at Dartmouth College, Hanover, New Hampshire, after 2 years starting up an ecological greenroofing company between Athens and Zurich, three months traveling across the US in the van, 1 year working at a loft architecture firm in Oakland, 4. 5 years studying architecture at UC Berkeley, 6 months of leaf-blowing at the International Primary School of Zurich, 4 years at the Zurich International School, a summer at Licensed Victualers, a British public school, 2 years at TASIS an American school in England, 6 years in my neighborhood in Papagou, bordering Holargos in Athens.
Why
To uncover unique insights that guide brand positioning across multiple industries and regions. To tell stories that show the diversity of human motivations and actions, and inspire creative work. Of course, the real reason for this blog and much the rest of what I do, is my mother (and my father – you will see what I mean). Without necessarily meaning to, my mother taught me the power of a brand from a very early age. I watched her build an impeccable Chinese brand in a Greece where she was, at the time, the sole ambassador. (Ok, the Greece that mattered to me – my neighborhood, my school, and everyone I knew.) Even as neighborhood business owners feel threatened and resent the low-price, open-during-siesta-hours, Chinese immigrant owned clothing stores, my elementary school friend remain adamant fans of Chineseness, as defined by my mother. How did she do it? First of all my mother had a very clear goal: To establish a positive identity in a community where her children drew a lot of curiosity. As the only full-Chinese for miles, my mother had the advantage of full control over the brand. She brought a big pot of fried rice into the classroom when our history book touched on China. The kids raved about it to their parents. I hear that moms from the neighborhood still cook the fried rice using the recipe. Other trademarks of Chineseness ala mom include – serene smile, patience and understanding about all questions, respect and love for Greece (via knowing the language, cooking, etiquette well, and confirming what people wanted to hear about Greece being a great place even from a foreigner’s perspective). Witnessing this utter brand success drives me still today. I learned that effective brands need rooting in a clear and deep (heart-felt) goal. They have to understand their audience’s deepest wishes, and inspire goodwill through deliberate but genuine, consistent, creative, and inspiring presence and involvement.
