Brand Advisory: Olympics Are Bad For China
The Marketing Doctor says:
The Olympics Are Bad For China’s Brand And Vice Versa
For almost a year, we’ve watched as
Except this time the brand damage has already been done; and it’s been done in part because thebrand itself wasn’t ready for the kind of incredible scrutiny that the magnifying glass of Olympic media coverage brings with it.
This week, The Economist made the point that Olympic pressures actually forced the Chinese government to become more oppressive, not less, in the run-up to the Games. In other words, according to the magazine, the Olympics were indirectly responsible for more oppression.
The magazine says that in recent years Chinese authorities had been giving their people more and more freedom, but the preparations for the Olympics resulted in political dissidents being locked up and harassed, and ordinary citizens losing their homes to makeway for the sports facilities. Why?
This is bad news for the
To win the right to host the 2008 Olympic Games,
But the pressure ofhaving to play catch-up has caused
If there is one central rule of branding it is this: never launch your brand until it’s readyto be launched.
The global market today demands two big things from nation brands: openness and democratic rights. Even nations that don’t really have these characteristics have to act like they do. This includes
But a brand like that of a packaged good has core features and related features. The core features are what the brand really is —it’s the truth about the brand. The related features are the packaging —in
You don’t want to gopublic until your core features are all nailed down and in line with your related features. You can’t do the packaging without the core features reinforcing it.
(Step outside country branding for a minute to see how this principle works in product land. When Apple launched
I was also shocked to watch one of the NBC commentators complaining about the weather and the air… it made me think that this broadcasting professional either had severe jet lag oreven he couldn’t put a positive spin on conditions over there.
The bottom line is that no matter what happens in the next two weeks, I believe that two world-class brands have been hurt here.
And remember, it’s always easier when you keep branding in mind!
TODAY’S TANTILLO TAKEAWAY –
Never launch your brand until it is ready to handle the scrutiny.