Read this great piece by Simon Barnes in the Times of London today on the Vancouver Winter Olympics PR disasters.
The simple (and simply true) point he makes is that names and slogans can have a huge impact. In this case, 'branding' a fund to support Canadian competitors has damaged the Olympic movement and the Canadian brand.
For me, it's just another sign of marketers and communications professionals running wild, with little thought or insight, doing damage in the name of being creative.
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