The "Summit on the future of philately", held by the American
Philatelic Society in October at its headquarters in Bellefonte,
Pennsylvania, was one of the most important philatelic events of the
year. Its comprehensive report posted on the Society's website (www.stamps.org)
was dominated by three magical words, three key words that ought to
be addressed quite seriously by organised philately: "Rebranding",
"Technology" and "Partnerships". As far as technology and
partnerships are concerned, we might say that they stand as
permanent objectives by the Hellenic Philotelic Society and
-whenever feasible- they are observed. However, the science of
communication has recently introduced the term "Rebranding" which
focuses directly to the heart of the problem.
In an inspiring lecture in Thessaloniki, entitled "Rebranding
Greece" (see YouTube, 2011), the speaker, Peter Economides, had
argued that a country, in this case Greece, by analogy with consumer
products, is itself a brand, quite a strong brand indeed. Stretching
it a bit further, we might say that philately is also a brand. The
brand is not exactly the identity, or the image, or the feeling or
the concept; it is all of these together, it is the impression that
anyone receives on hearing the word.
Branding, respectively, is the brand management process. Here in
Greece, this process has been taken care of in several occasions,
either organized or casually, by knowledgeable or unknowledgeable
individuals, by accredited or non-accredited groups etc.
Nevertheless, judging from the results, the overall management of
the brand philately to date could be considered discouraging to say
The survival of philately in our country is in need of a serious
relaunching of the management of this highly valuable brand, i.e. of
a properly designed "Rebranding". The responsibility falls on
everyone’s shoulders: The philatelic societies, the Federation, the
stamp dealers, the Hellenic Post Philatelic Bureau. Shall we
undertake the task?