Now that London 2012 is over, what implications does the event's sporting and organisational success have for branding in the UK? Here are 5 thoughts:
1) Incremental Effort
There were no quick wins for our Olympians. The pain of endless training was etched on their faces down the home straight. Brands need to show their commitment to sustained excellence and have no fear of showing the sweat and tears involved.
2) Great Britain
Unashamed British pride emotionally expressed has no hint of jingoistic overtones any more. Pride in a multi-cultural flag has been long overdue. Just don't forget the hint of modesty and understatement.
3) Brilliant Youth
Redemption is coming for hoodies with talent. Hope has been restored in a generation that badly damaged their prospects with the 2011 riots. Brands need to offer positive activities for youth to engage with.
4) Uncompromising Determination
Steel willed positivity. A new ruthlessness. Visible rejection of the mediocre. These are now attractive qualities who's human side can be revealed occasionally.
5) Joy in Performance
Pleasure from performing to millions as an act of self-fulfillment has never been so clearly endorsed as a valuable activity. Joy in realisation of a personal ambition has been portrayed as selfless. Instead of feeding a ravenous hunger for approval, it has been shown as an act of cameraderie. Brands that flaunt it should share the love
Wednesday, September 12, 2012
Tuesday, September 11, 2012
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