Branding at the Olympics - Interview with Larry Vincent of Siegel+Gale
Brandcurve
by Susan Gunelius on August 18th, 2008
I’m very excited to publish an interview I was lucky enough to get with branding expert Larry Vincent, Siegel+Gale (part of the Omnicom Group Inc.) Group Director of Strategy in Los Angeles. Larry was kind enough to answer my questions related to the Olympics and how companies use the Olympics to further their brands. Following is my interview with Larry.
Brandcurve: What brand (or brands) do you think is doing a particularly good job of leveraging the 2008 Summer Olympics to promote their brand and why?
Larry Vincent: Adidas has done a very good job. Though at first controversial to many because outsiders thought the nationalistic imagery was pandering, it’s a great example of a brand finding a voice in a special market. The brand work (not just the advertising) really celebrates the Games and the aspirations of the host country.