July 28, 2024 • 10 mins
The evolution of the Olympic brand from its ancient origins to the modern era,
Key Takeaways :
1.Stay true to core values while evolving
2.Turn crises into opportunities
3.Innovate to stay relevant
4.Balance commercialization with integrity
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
July 26, 2024, the world watches in awe as the Paris Olympics opening ceremony unfolded
(00:07):
along the Seine River.
And for the first time in Olympics history, the ceremony actually took place in the heart
of the whole city and not in a stadium.
And as the Eiffel Tower shimmered in the background, a thought struck me.
How did we get here?
How did an ancient Greek food race evolve into this global branding powerhouse?
(00:29):
So that's exactly what we are going to see in this episode today.
And I'm Rana Sharmila.
Welcome to The Big Brand Theory.
Today we are time traveling through the most epic brand evolution story ever told, the
Olympics.
From olive reeds to multi-billion dollar spectacles, we are about to uncover how the Olympic brand
has been shaped by culture, politics, and overall by marketing and branding.
(01:00):
All right, let's rewind.
Let's go way back to 776 BC in ancient Greece.
And I want you to picture this, a bunch of buff guys in low-in-clothes running around
to honor Zeus, that, my friends, was the first ever Olympic games recorded.
Now you might be thinking, what does this have to do with branding?
(01:24):
Well I would say everything.
Even back then, the Olympics had a clear brand identity.
Now you might think the identity could be it was all about athletic excellence.
Sure, it is true, but it was also about peace and unity.
During the games, all conflicts between Greek city-states were put on hold.
(01:44):
Talk about a powerful brand message.
That is exactly what the Olympics was providing.
And the winner's prize?
An olive wreath.
Yep, back in those days there was no gold medals, no sponsorship deals, just some leaves
on your head.
But here's the actual kicker.
The wreath was the most valuable brand symbol of its time.
Winners, just like today, became celebrities in their hometowns, often receiving free meals
(02:10):
for life, so forth and so on.
I hope that will sound very familiar, even in this context or era.
But here's where it gets really, really interesting.
The ancient Olympics had a strict no-woman policy, not even as spectators.
Can you imagine trying to pull that off today?
(02:30):
If that was the case, even today, the Olympics brand would have long gone.
But the brand was smart, and the brand evolved.
Now, coming back to the ancient Greek Olympics, unfortunately due to political reasons, after
a couple of years it was stopped.
And it was then, after almost more than 1,500 years, it was reborn again in 1896, thanks
(02:58):
to a fringe guy named Pierre de Coubertin.
This is where the Olympic brand, as we now know, starts to take shape.
Coubertin introduces the Olympic rings in 1912, which is the first ever Olympics logo,
which was a five interlaced rings representing the union of the five continents.
And it's a masterclass in logo design.
(03:19):
It was simple, meaningful, and instantly recognizable.
Even today, it's one of the most well-known symbols in the world, with an astonishing
90% global recognition rate.
But the real genius of Coubertin was in creating a brand that transcended sports.
He strategically positioned Olympics as a moment promoting international understanding
(03:41):
and peace through sports.
I hope it sounds familiar because that was the ultimate goal of the ancient Olympics
too.
Beyond the athletic excellence, they promoted peace and unity.
And it's the same brand promise Coubertin has brought back, even in this new modern
age Olympics.
Now, let's talk about some major brand keywords.
(04:02):
In 1924, again, we get the first Winter Olympics.
The brand expands its portfolio, so to speak.
Then in 1960, we see the first commercially televised Olympics in Rome.
Now suddenly, the Olympics brand is deemed into living rooms all around the world.
And this opened up the potential for huge advertisement and marketing monetization.
(04:23):
But it's not all gold medals and glory for Olympics also.
The Olympics faced major brand crisis like the 1972 mini-terrorist attack, the 1980 and
1984 Cold War boycotts.
Each time, the Olympic brand had to prove its resilience and relevance.
Now, I want to take a step back and ask a question to you.
(04:44):
How does a brand stay relevant for over a century?
And the great answer for this question is the Olympics itself.
The Olympics did it by constantly evolving while staying true to its core values.
It's a balancing act every brand and every market is like you and me can learn from.
And when the later part of the 20th century came up, we now entered the era of big money
(05:08):
and bigger spectacles.
The 1984 Los Angeles Olympics changed the game.
These are the first privately funded games relying heavily on corporate sponsorship.
The results are 223 million surplus.
Suddenly hosting the Olympics looks like a pretty sweet deal.
But with great profit comes great scrutiny.
(05:30):
The Olympic brand starts facing tough questions.
Is it staying true to its values of fair play and amateur athleticism?
The 1988 Seoul Olympics see Canadian sprinter Ben Johnson stripped off his gold medal for
doping.
It's a wake up call that the Olympic brand needs to protect its integrity and its brand
(05:53):
identity.
And fast forward to today, the Olympic brand is a marketing juggernaut.
The IOC's Olympic Partner Program, started in 1985, now generates billions.
For the 2017-2020 cycle, it brought in $2.04 billion.
But here's a million dollar question.
Has the Olympic brand become too commercialized?
(06:16):
Some critics say yes and others argue that commercialization is what keeps the games
alive and accessible to a wide range of global audiences.
Now that's a factor you can't deny.
The Olympic brand is also grappling with modern challenges.
Sustainability is a big one.
Specifically, the new age target audience are much into sustainability, so they want
(06:39):
to project Olympics as a sustainability-friendly brand.
The 2020 Tokyo Olympics, held in 2021, as you all know due to COVID, made huge strides
here with medals made from recycled electronics and sustainability concept central to its
brand message.
Speaking of Tokyo 2020, let's talk about how the Olympic brand handled the global pandemic.
(07:02):
Post-mortem the games was unprecedented, but it showed the brand's ability to prioritize
global health over profit.
It was a small change, but it was a powerful change.
And it was a powerful reinforcement of the Olympics commitment to international well-being.
And that brings us back to Paris 2024.
(07:24):
The first Olympics with 100% gender parity in athlete quotas.
A ceremony that break tradition by taking place in the city, not a stadium.
Sustainability and inclusivity, the forefront of its brand message.
Now I don't have to explain more on this.
You would have seen the opening ceremony and how gender inclusive it was.
(07:44):
Paris 2024 was aiming to be the most sustainable games ever with the commitment to cut the
carbon footprint in half compared to previous games.
They're also introducing new sports like break dancing so that they can appeal to a
more anger demographic.
But perhaps the most important branding move is a Paris 2024 logo.
(08:05):
It's a brilliant piece of design that combines the three symbols, the gold medal, the Olympic
flame and Marie-Anne, the personification of the French Republic.
It's a perfect blend of Olympic tradition and French national identity.
So what can you and me as marketers and branding people learn from this epic brand revolution?
(08:27):
Number one, always stay true to your core values, but never be afraid to evolve.
Number two, turn crisis into opportunities to reinforce your brand message.
Number three, you know where to stay relevant, but always remember your brand heritage and
(08:51):
identity.
And fourth and finally, balance commercialization with your brand identity.
However, in whatever way we try to commercialize our brand, it should always stay true to our
brand identity and our brand integrity.
Our partnerships should resonate the brand identity and integrity.
(09:11):
The Olympic brand has survived wars, boycotts, scandals and a pandemic.
Why?
Because at its core, it stands for something bigger than sports.
It represents human achievement, international cooperation and the pursuit of excellence
and peace.
So here's my question for you.
What does your brand stand for and how can you evolve it while staying true to those
(09:36):
core values?
Share your thoughts with me using hashtag big brand theory.
And that's a wrap for this Olympic sized episode of the big brand theory.
I'm Ronit Sharmila reminding you that building a lasting brand is a marathon and not a sprint.
Keep pushing those brand boundaries and I'll catch you next time for more marketing gold.
(09:56):
See you in the next.
Bye.
July 26, 2024, the world watches in awe as the Paris Olympics opening ceremony unfolded
(00:07):
along the Seine River.
And for the first time in Olympics history, the ceremony actually took place in the heart
of the whole city and not in a stadium.
And as the Eiffel Tower shimmered in the background, a thought struck me.
How did we get here?
How did an ancient Greek food race evolve into this global branding powerhouse?
(00:29):
So that's exactly what we are going to see in this episode today.
And I'm Rana Sharmila.
Welcome to The Big Brand Theory.
Today we are time traveling through the most epic brand evolution story ever told, the
Olympics.
From olive reeds to multi-billion dollar spectacles, we are about to uncover how the Olympic brand
has been shaped by culture, politics, and overall by marketing and branding.
(01:00):
All right, let's rewind.
Let's go way back to 776 BC in ancient Greece.
And I want you to picture this, a bunch of buff guys in low-in-clothes running around
to honor Zeus, that, my friends, was the first ever Olympic games recorded.
Now you might be thinking, what does this have to do with branding?
(01:24):
Well I would say everything.
Even back then, the Olympics had a clear brand identity.
Now you might think the identity could be it was all about athletic excellence.
Sure, it is true, but it was also about peace and unity.
During the games, all conflicts between Greek city-states were put on hold.
(01:44):
Talk about a powerful brand message.
That is exactly what the Olympics was providing.
And the winner's prize?
An olive wreath.
Yep, back in those days there was no gold medals, no sponsorship deals, just some leaves
on your head.
But here's the actual kicker.
The wreath was the most valuable brand symbol of its time.
Winners, just like today, became celebrities in their hometowns, often receiving free meals
(02:10):
for life, so forth and so on.
I hope that will sound very familiar, even in this context or era.
But here's where it gets really, really interesting.
The ancient Olympics had a strict no-woman policy, not even as spectators.
Can you imagine trying to pull that off today?
(02:30):
If that was the case, even today, the Olympics brand would have long gone.
But the brand was smart, and the brand evolved.
Now, coming back to the ancient Greek Olympics, unfortunately due to political reasons, after
a couple of years it was stopped.
And it was then, after almost more than 1,500 years, it was reborn again in 1896, thanks
(02:58):
to a fringe guy named Pierre de Coubertin.
This is where the Olympic brand, as we now know, starts to take shape.
Coubertin introduces the Olympic rings in 1912, which is the first ever Olympics logo,
which was a five interlaced rings representing the union of the five continents.
And it's a masterclass in logo design.
(03:19):
It was simple, meaningful, and instantly recognizable.
Even today, it's one of the most well-known symbols in the world, with an astonishing
90% global recognition rate.
But the real genius of Coubertin was in creating a brand that transcended sports.
He strategically positioned Olympics as a moment promoting international understanding
(03:41):
and peace through sports.
I hope it sounds familiar because that was the ultimate goal of the ancient Olympics
too.
Beyond the athletic excellence, they promoted peace and unity.
And it's the same brand promise Coubertin has brought back, even in this new modern
age Olympics.
Now, let's talk about some major brand keywords.
(04:02):
In 1924, again, we get the first Winter Olympics.
The brand expands its portfolio, so to speak.
Then in 1960, we see the first commercially televised Olympics in Rome.
Now suddenly, the Olympics brand is deemed into living rooms all around the world.
And this opened up the potential for huge advertisement and marketing monetization.
(04:23):
But it's not all gold medals and glory for Olympics also.
The Olympics faced major brand crisis like the 1972 mini-terrorist attack, the 1980 and
1984 Cold War boycotts.
Each time, the Olympic brand had to prove its resilience and relevance.
Now, I want to take a step back and ask a question to you.
(04:44):
How does a brand stay relevant for over a century?
And the great answer for this question is the Olympics itself.
The Olympics did it by constantly evolving while staying true to its core values.
It's a balancing act every brand and every market is like you and me can learn from.
And when the later part of the 20th century came up, we now entered the era of big money
(05:08):
and bigger spectacles.
The 1984 Los Angeles Olympics changed the game.
These are the first privately funded games relying heavily on corporate sponsorship.
The results are 223 million surplus.
Suddenly hosting the Olympics looks like a pretty sweet deal.
But with great profit comes great scrutiny.
(05:30):
The Olympic brand starts facing tough questions.
Is it staying true to its values of fair play and amateur athleticism?
The 1988 Seoul Olympics see Canadian sprinter Ben Johnson stripped off his gold medal for
doping.
It's a wake up call that the Olympic brand needs to protect its integrity and its brand
(05:53):
identity.
And fast forward to today, the Olympic brand is a marketing juggernaut.
The IOC's Olympic Partner Program, started in 1985, now generates billions.
For the 2017-2020 cycle, it brought in $2.04 billion.
But here's a million dollar question.
Has the Olympic brand become too commercialized?
(06:16):
Some critics say yes and others argue that commercialization is what keeps the games
alive and accessible to a wide range of global audiences.
Now that's a factor you can't deny.
The Olympic brand is also grappling with modern challenges.
Sustainability is a big one.
Specifically, the new age target audience are much into sustainability, so they want
(06:39):
to project Olympics as a sustainability-friendly brand.
The 2020 Tokyo Olympics, held in 2021, as you all know due to COVID, made huge strides
here with medals made from recycled electronics and sustainability concept central to its
brand message.
Speaking of Tokyo 2020, let's talk about how the Olympic brand handled the global pandemic.
(07:02):
Post-mortem the games was unprecedented, but it showed the brand's ability to prioritize
global health over profit.
It was a small change, but it was a powerful change.
And it was a powerful reinforcement of the Olympics commitment to international well-being.
And that brings us back to Paris 2024.
(07:24):
The first Olympics with 100% gender parity in athlete quotas.
A ceremony that break tradition by taking place in the city, not a stadium.
Sustainability and inclusivity, the forefront of its brand message.
Now I don't have to explain more on this.
You would have seen the opening ceremony and how gender inclusive it was.
(07:44):
Paris 2024 was aiming to be the most sustainable games ever with the commitment to cut the
carbon footprint in half compared to previous games.
They're also introducing new sports like break dancing so that they can appeal to a
more anger demographic.
But perhaps the most important branding move is a Paris 2024 logo.
(08:05):
It's a brilliant piece of design that combines the three symbols, the gold medal, the Olympic
flame and Marie-Anne, the personification of the French Republic.
It's a perfect blend of Olympic tradition and French national identity.
So what can you and me as marketers and branding people learn from this epic brand revolution?
(08:27):
Number one, always stay true to your core values, but never be afraid to evolve.
Number two, turn crisis into opportunities to reinforce your brand message.
Number three, you know where to stay relevant, but always remember your brand heritage and
(08:51):
identity.
And fourth and finally, balance commercialization with your brand identity.
However, in whatever way we try to commercialize our brand, it should always stay true to our
brand identity and our brand integrity.
Our partnerships should resonate the brand identity and integrity.
(09:11):
The Olympic brand has survived wars, boycotts, scandals and a pandemic.
Why?
Because at its core, it stands for something bigger than sports.
It represents human achievement, international cooperation and the pursuit of excellence
and peace.
So here's my question for you.
What does your brand stand for and how can you evolve it while staying true to those
(09:36):
core values?
Share your thoughts with me using hashtag big brand theory.
And that's a wrap for this Olympic sized episode of the big brand theory.
I'm Ronit Sharmila reminding you that building a lasting brand is a marathon and not a sprint.
Keep pushing those brand boundaries and I'll catch you next time for more marketing gold.
(09:56):
See you in the next.
Bye.
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