Branding An Attitude
Gold medalist Clara Hughes, right, and fellow Canadian Cindy Klassen, who won the bronze, after the Ladies' 5,000-meter speed-skating event in Turin, Italy, in 2006.
We typically see the branding of products and services – or at least that’s what we’re most familiar with. Of course, there’s the branding of events – such as the Olympic Games, as well as the branding of place – such as cities and countries.
Today’s Wall Street Journal had an interesting article regarding the Canadian athletes going to the 2010 Winter Games. Essentially stating that the Canadians are changing their host-like attitude to one of Olympic domination. “Own The Podium,” is their new attitude – or the one that they’ve recently created an entire campaign around.
The Own The Podium campaign’s focus is to draw in funds to hire top-notch coaches and psychologists to assist the athletes in full-time training. As well, the monies are going toward helping the athletes not have to work part-time jobs while training for their upcoming Winter Olympic Games.
To read the full article – click here.
