Sales and Marketing
Description
The cheapest and quickest way of building a brand without spending a huge amount on advertising is to put a 'face' to the company. Then choose a household name with which to become an arch rival and grab all public opportunities to do so; it will help you rise above the din of the competition. (Duration 2:15)
Biography
After graduation from City University Business School, Sir Stelios Haji-Ioannou joined his father's company, Troodos Shipping. He founded his first venture, Stelmar Tankers, in 1992. Three years later he started easyJet, of which he is still the largest single shareholder.
In 1998, he formed the holding company easyGroup to explore new ventures to extend the "easy" brand. He remains Chairman of each business. Among others easyGroup includes easyInternetcafe, easyCar, easyMoney, easyCinema and easyCruise.
He is also the founding Chairman of CYMEPA, the Cyprus Marine Environment Protection Association.
Sir Stelios was knighted in June 2006.
