As everyone knows, China’s in the middle of a whole lot of controversy as it prepares for the Summer Olympic games in Beijing.  There’s the Tibet controversy, the pollution problem and then a whole host of other issues ranging from human rights abuses to web censorship.  These are real issues, but I would argue that there are two brands at stake here: 1) China and 2) The Olympic Games.

In the weeks to come, the Marketing Doctor will be taking a closer look at both of these brands,  but for now I just want to make one point.  If China wants to get past the current controversies, it’s got to wrap itself in the Olympic brand.  The Olympic Games are apolitical –or at least that’s the ideal.  They’re about bringing people and nations together!  China has to emphasize this brand and how it’s working to support this brand!!!  In other words, it’s got to make the argument that for the next several months and certainly during the two week event that it’s promoting the Olympic brand not the China brand!  The China brand will come through anyway and it will come through more strongly, but the Olympics has got to be the “lead brand”!

There’s some evidence this is happening judging by the way the American Olympic committee is behaving (see the article here).  But stay tuned!

And, remember, it’s always easier when you keep marketing in mind!