Sports

honor all olympians

Honor All Olympians

With the Olympic games upon us, what it means to be an Olympian is taking center stage. To be an Olympian is to be recognized by your country as the best they have in a given sport at the time of the Olympic games. It is an elite circle representing athletic excellence, competitive drive and unquestionable dedication.

While allegations against the Russian delegation are putting that brand promise to a particularly meaningful test, I’d like to share a personal perspective on the nuances of being an Olympian, as an Olympic competitor myself (Rowing, Tokyo, 1964).

During the 1964 Olympics in Tokyo, a fellow competitor and I were walking in The Ginza, Tokyo’s dining and entertainment district. We were both wearing our Olympic blazers.

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Why One Identity is More Powerful than Many

Why One Identity is More Powerful than Many

Many organizations – whether corporations, non-profits, or educational institutions – develop broad stables of identities to segment their offerings to different audiences. Some of them succeed with this strategy, but many of them do not. Our client, The University at Buffalo (UB)’s recent success can help explain why a singular identity lends more collective strength to an institution than can a handful.

UB is an AAU institution, which means it has been carefully selected to sit among only 61 peers in the American Association of Universities. It is the largest and most comprehensive research university in the SUNY system, and has multiple nationally ranked departments. Over the years, however, UB has had multiple names, and adopted specialized identities for athletics and other departments. These changes had a dampening effect on awareness, appreciation and internal pride.

Now, the university is committing to a singular identity, backed by a strong and unifying brand strategy, and is already reaping huge rewards in local pride and national momentum.

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Spokespeople are No Substitute for a Strong Identity

Spokespeople are No Substitute for a Strong Identity

We have encountered prospective clients who believed that the best way to build awareness and enthusiasm for their corporate identity or brand was to find a charismatic and compelling spokesperson to represent them.

My personal favorite Spokesman is George Foreman. His delivery and personality are infectious (See his current TV pitch for Inventhelp), but when you sign up with George Foreman, you get a human being who could become inappropriate despite his charm.

Hiring celebrity spokespeople can be a dicey strategy. People, or their circumstances, can change. Consider the following situations:

When Lance Armstrong finally admitted cheating, he was dropped like a stone by all his sponsors. When Tiger Woods was caught cheating on his wife, however, Nike stuck by him.

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