Re: Let the Games Begin!
tokyogai
7/30/2012 4:08:29 PM
If it only worked like that! A public gaff and bad reaction can kill a brand much faster than this type of recognition will grow it in value.
@Sherry, funny article in the NY Times today about silly official sponsorships that have developed over the years such as Official Sponsor of the Nap, a distinction that belongs to the University Loft Company. Not to be confused with Dream Water, the Official Sponsor of Sleep.
The whole thing reminded me (and the author, Ben Schott) of the situation you described at the London Olympics where the official sponsors are following the rule book, but seem to be the ONLY ones who are.
http://www.nytimes.com/interactive/2012/07/26/opinion/27schott.html?ref=opinion
Re: Let the Games Begin!
TelecomFreq
7/26/2012 3:34:48 PM
Sherry, I think a lot of it has to do with the idea that the more attention they can draw to themself the more their brand will be worth.
Re: Let the Games Begin!
tokyogai
7/26/2012 12:39:02 PM
Unfortunately I think you are right. Sex just plain sells - Olympics or not. I would have hoped that the marketing people could have been more creative.
Re: Let the Games Begin!
Sherry Judd
7/26/2012 12:27:11 PM
@TelecomFreq, I think you're probably right that getting that many gorgeous, young, healthy, single athletes together in one place has always had predictible results. But I'm with you, @Noreen...telling me about it is TMI for my image of Olympic athletes.
But what I don't understand--and maybe it's a generational thing--is why these "personal brand" obsessed athletes think their candor is a plus. Do Hope Solo or Ryan Lochte or Michael Phelps really think their bad girl/boy behavior is going to land them on a Wheaties box? Sure, the sex and drugs and rock n' roll thing might get them an energy drink endorsement or a Playboy photo shoot but the BIG bucks are in staying squeeky clean. Right, Tiger Woods?
I just want to believe my fantasies that everything is just wonderful -- now and in the past. But gotta admit: hurts like hell when the fantasy pops.
Re: Let the Games Begin!
TelecomFreq
7/26/2012 11:44:06 AM
Sherry, I think the it probably has always been this raunchy, its just that now social media has allowed us to take a peek inside the mind of many of the olympians.
Re: Let the Games Begin!
Sherry Judd
7/26/2012 10:20:40 AM
I think the British press figured out long ago that sex sells (maybe dating back to Chaucer and Canterbury Tales, come to think of it), and the American media haven't been shy on that score either.
Remembering the Olympic heroes of my youth, I find all the raunchiness of these games to be a little bubble-bursting. The question in my mind is "Were they always this way before social media and we just didn't know it?"
Even though these are gigantic corporations we're talking about, I don't like the idea of nice sponsors finishing last while athletes parlay their shenanigans all the way to the bank. Glad to hear about NBC revenues. I'll even be glad to hear that Rupert Murdoch is selling papers!
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