When Nikos Bartzoulianos stepped into the role of Chief Marketing Officer at Electrolux Group 14 months ago, coming from Samsung, he carried with him a vision to revitalize one of the world’s longest-standing appliance brands. Despite Electrolux being over a century old, with sister brands AEG and Frigidaire also carrying a similar heritage, Bartzoulianos believed the brand’s global recognition had diminished. He saw an opportunity not just to refresh its image but to return Electrolux to the status of a “hero brand” — one that people feel proud to identify with, one that stands out for both quality and cultural relevance.