GEM Strategy - symbols undermining equity values all across Balkans

The treatment of intellectual property, corporate identity, brands and other enterprise intangibles is fairly relaxed in the countries which collectively make up the region we call Emerging Europe. The rather careless attitude towards or lack of interest in intangible assets undermines equity values particularly in Greece, Turkey, Russia, and the Balkans. These countries have a shared history, overlooked conveniently by skeptical historians, behavioral scientists and region specialists alike. In this space, we shall highlight only one aspect of what all these countries have in common, albeit at varying degrees, and try to draw conclusions as to why there is a submissive attitude towards creating, building, pampering and protecting brands and identities or defending intellectual property.

Icons and corporate identity in Greece and Turkey

Horus, the Egyptian god, the Evangelists, the three-headed column of Delphi, Byzantine and the Ottomans

The most sensible explanation why the Serpentine Column has three heads is that the monks of the Sanctuary did not, in all likelihood, want to violate the concept of Trinity. The use of animals along with humans as religious symbols, and often in groups of four as in 3 animals and 1 human, are not uncommon. The three-snake-headed Serpentine Column and the number three itself are reminiscent to the portrayal of the three animal sons of the Egyptian god Horus, who is said to have four sons; but only one of them was a man (circa 2,500BC). The number three, as it describes animals in mythology and alchemy, also appears consistent with the evangelist understanding. Three of the four evangelists are indeed animals as they are depicted in a relief on Chartres Cathedral: the lion is Mark, the ox Luke and the eagle John.

Three animals of Egyptian gods and the evangelists, which follow "three out of four" manifestation, or the Greek monks themselves explain why there are three heads atop the Serpentine Column but they fail to tell us why the three heads are all serpents. Where exactly the serpents come from is less obvious? There are many horned animals in the Revelation. These animals are too quadruped with their Lord being a Dragon. The Greek word for Dragon is Drakon; but Drakon has two meanings in Greek: one is dragon and the other one is serpent. This could be how snakes and dragons are associated and why the Serpentine Column may have ended up housing three snake heads as opposed to the heads of any other animal or object.

Horus the Egyptian god, Evangelists and the three-snake-headed Column make up only half of the historical line leading up to icons and hence one-half of our story. The other half is the Byzantine era, which in fact started off with the very relocation of the Serpentine Column when Constantine broke from the West. Byzantine is in fact the common denominator in the Region; but, more importantly, Byzantine is the only historical link between the people of this "Intermediate" Region and the West. The Ottoman past, and, to a lesser degree, Turks' experience with Shamanism are also important. Yet, neither has as much explanatory power as the Byzantine does. The people of the intermediate Region had become submissive long before the Ottomans even started ruling the Region not afterwards. Mehmed the 2nd (the Conqueror) and any other Sultan in the Dynasty, who followed him was in fact the "protector" of the Greek Orthodox Church including, importantly, the icons the Church housed and promoted. The Ottoman era is almost irrelevant as far as the icons of Byzantine and their sphere of influence are concerned. The Byzantine period, with its unique institutions, the civilian, military and religious bureaucracy, its drama of epic proportions, and, above all, its powerful icons should be singled out as the most influential root cause for the dismissive behavior towards individual (self) as well as enterprise identities and branding in the Region, which includes not only today's Greece, Turkey but also the Balkans and Russia.

Narcissist symbols shaping up a culture of enterprise in Turkey, Greece, and the Balkans

Here is why the serpent heads on top of Serpentine column, and any other symbol for that matter are important in shaping enterprise identity and culture. Symbols and icons are narcissist objects; they need to be pampered and spoiled. They can't stand competition from other icons. They expect nothing less than absolute warship and glorification from the population they bully. This does not at all mean that Self, both individual and enterprise, does not wish to promote herself. Individuals do indeed put up a fight to become icons themselves but with limited success only. In a world of icons, individuals frequently fail to promote own identities, charismas or representations. These failures grow over the centuries to make people, who form enterprises, even less inclined to build strong identities for themselves. We see little interest in building and nurturing lasting brands in Greece, Turkey, the rest of the Balkans and Russia, where equity values allocate little, if any, against such intangibles. Branding is seen as immaterial, unworthy and almost delusional exercise in much of the region. Businesses are often set up to make money in the shortest time horizon possible, which undermines continuity, credibility and future success. There are always some sporadic exceptions but very few of them stand the test of time.

Making of the Serpentine Column itself

Thirty-one Greek cities, the Phokians and the rest

Here is the story of how the Serpentine Column came to exist. The monument was built in Delphi in the 4th century BC. After their famous victory against the Persians in the 5th Century BC, the thirty-one Greek cities melted all the weapons and armory seized during the battle. The melted metal was then used to build a monument to commemorate the war dead. According to ancient sources, the bronze monument consisted of a golden -or gilded- tripod atop a three-headed bronze snake, on whose coils the names of the battle participants were engraved.

The precious gold sections of the three heads disappeared nearly as fast as they were built, stolen first by Phokians in the 4th Century BC. The three bronze heads remained in place. We understand that Serpentine Column with its three-headed snake stood in one piece at the time of Pausanias' visit to the Sanctuary, the 2nd Century BC.

Constantine the Great, the infamous column again and a drunken Polish ambassador in Istanbul

Constantine the Great took what remained of the Serpentine Column and moved it to his new Capital. Relocation of the Column marks the beginning of a new era: Byzantine. For that reason and that reason alone, the Column is unique and consequential, which is underappreciated. Constantine had the Serpentine Column placed in Hippodrome. The bronze Column suffered further vicissitudes there. There is picture evidence in Ottoman texts of late that the three heads of the Column appeared in place even centuries after the Conquest of the City by Mehmed, the 2nd.

Today, one needs to search patiently to spot the Column in Hippodrome across Sultan Ahmet Square in Istanbul's Old Town, as it no longer has the colorful heads once it so proudly housed The truth of the matter is it does not look much of anything today. What is left of the Serpentine Column is an unsightly piece of metal, which looks totally uninspiring, which you would not bother looking at had you not known about its history. Take a look at the picture we provide in the margin. Few would know today that this column is the oldest known monument in the City of Istanbul.

The missing heads of the Serpentine Column is one of the greatest mysteries of Istanbul. Historians have offered half-explanations as to what actually happened to the three heads and their whereabouts. The story which we find the most credible is the one which puts the blame on a 17th Century drunken Polish ambassador, who chopped off the heads with his massive sword. Two of the snakes and the sword have gone missing since. The head of the third snake is in the Archeology Museum in the Hippodrome right across where the rest of the monument stands.