Spied near Mare Street, Hackney.
Sports, marketing and brand identify have a long history. It is a realtionship that began with the professionalisation of sport and then continued with it's consumerisation. Whether it is the brand endorsement of individual sports stars and teams, the flying of a blimp above a stadium, or the high tech campaigns of today, sport and marketing are wedded together - the ying yang of our sporting experience.
This relationship is never more evident than with the Olympics. Coca-Cola, one of the world's most recognised brands, have been an official Olympic sponsors since 1928. The Olympics and it's tightly controlled brand culture is something we are all aware of. The media loves a good Olympic branding story - especially if it involves the opportunism of the little guy, or ambush marketing and sex.
The Olympic Delivery Authority (ODA) is responsible for policing the brand during the London games. Regualtions permit them to control any inappropriate use of the brand or non-sponsors from capitalising on the games within a 200 meter radius - be that on land, in the air or on water. Whether you are an official sponsor or not, the opportunities are there for the taking. For a clever marketeer, there are ways to get their product in our minds. Nike are not official sponsors but have a number of engaging campaigns running at the moment. Have you wondered why the track and field atheletes are all wearing bright neon green running shoes? Well that's Nike - keen to grab our attention.
We encounter brand logos all the time. We absorb them unconsciously. With the Olympics you cannot help but notice brands everywhere, from official sponsors to country flags and emblems, everyone wants your attention. Walking into work this morning - the national emblems, logos and brands popping into my vision reminded me of the excellent short film Logorama.
So if you fancy a break from all the sports, the obession with medals and tears, then watch Logorama and enjoy a witty take on brand culture. Here it is, enjoy: