Growing up, competing in the Olympics was always a dream of mine. As I finished my D1 running career at the University of Illinois at Chicago, that dream faded like a cloud of smoke from the starting gun of a race.
But as I entered advertising, it was amazing to see that it wasn’t just my legs that could take me there; creativity was my way into this amazing experience.
And while the Olympic stage helps the world come together around sports, too often, it’s a tale of the haves and have-nots. Especially when talking about the 184 nations sending athletes to compete in the 2024 Paris Summer Olympics.
If you look behind that number, there is a disparity in access to equipment, Olympic Committee staff and marketing funds. In light of such disparities, I believed I could make a difference working with a smaller nation.
After speaking to Jabari Kensu, a runner and mentee of mine, about this desire, I was introduced to the Saint Vincent and the Grenadines Olympic Committee (SVGOC). I was able to use my expertise to help support the country.
What we ultimately accomplished was a complete retooling of the SVGOC brand, including a new Olympic Crest, motto, fan gear and pins. We also aligned them with a track and field sponsor.
Our lessons can be applied across every sector, unlocking creativity that scales.
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While I am not from Saint Vincent and the Grenadines, I sought out friends who were born and raised there to help educate me about the country. My Vincy friend Burton and his family played key roles. During lunches with them and my wife, I learned about the significance of the three diamonds that make up the SVG flag; came to appreciate the St. Vincent parrot—which is only native to the island; and absorbed the fighting spirit of the Garifuna, who defended against the British in the First Carib War.
This underscores the importance of first-party research and why having honest conversations with members of the community is so important. The ability to immerse myself in history, taste the food and hear folklore helped guide many decisions during the project.
Often, brands rely solely on syndicated data, removing humanity and nuance critical to breaking. Instead, they should expand their research, regardless of whether they have a big budget. Mine the comment sections of social posts and invite community members into the strategy phase! Nothing can replace deeply understanding your audience.
Source link : https://musebycl.io/sports/rebranding-olympic-committee-shows-how-create-triumphant-underdog-brands
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Publish date : 2024-07-29 14:45:00
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