Armed with Duct Tape, the Olympic Brand Police Are Back to Protect Sponsors in Sochi
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In the continuing discussion around the Olympics' Rule 40, which prevents non-official Olympic sponsors from advertising or marketing their products non slip tape or services before and during the Olympics, Associated Press staffer Mark Davies tweeted an image of a journalist having his computer logo taped over by an Olympics staffer. The laptop clearly wasn't of the Samsung brand, which is an official sponsor of the Olympics.
“Olympic workers are swooping on reporters sitting in competition venues with Apple laptops, and hastily taping over the iconic logo with duct tape,” he wrote . “In fact, any laptop that isn’t made by official sponsor Samsung is likely to face an Olympic cover-up.” Davies also witnessed a Mercedes with its logo covered up since the official automotive sponsor of the games is Volkswagen.
But non slip tape policing rogue brands on the grounds at the Olympics isn't the only thing keeping lawyers busy in Sochi. non slip tape The protection of the Olympics and its trademarks is of paramount concern for the International Olympics Committee. Bloomberg Businessweek notes that Olympics staff is working 24/7 to stop counterfeiters from selling non slip tape fake goods, making sure fans' social non slip tape posts aren't commercial, and stopping any instances of ambush marketing.
There was a time when brands didn’t non slip tape need to be protected non slip tape because all brands were welcome, the CBC reports . But that all changed non slip tape after the 1968 Mexico City Olympics that saw feuding non slip tape brothers Adolph and Rudolf Dassler, who owned Adidas and Puma show companies, non slip tape respectively, shell out thousands of dollars to try and get the supposedly amateur athletes to wear their shoes.
Now, an official Olympic sponsor can be assured that competing brands won't steal its spotlight thanks to duct tape and goody bags for athletes. After all, the top Olympic sponsors pay upwards of $100 million to make their support official.
Still, policing brands won't win you a popularity non slip tape contest among Olympic supporters. Samsung was quick to deny claims that it asked athletes to cover up Apple logos on their smartphones during the Games, passing the responsibility for such actions to the IOC.
Two years ago in London , the Olympic brand police were out in even stronger numbers , forcing a butcher to remove a bunch of sausages made to look like the Olympic rings, a lingerie shop to remove a bra and mannequin display in the shape of the logo, and a small florist shop to crumple up a tissue-paper ode to the Olympic rings hanging in a window display.
One bit of ambush marketing the IOC hasn’t been able to stop, though, is the inventive work of underwear company Bruno Banani, which helped Tonga get its first Winter Olympian to the Games. The only catch was that the luger had to change his name—to Bruno Banani.
More about: Sochi , Sochi 2014 , Winter Olympics , Olympics , Advertising , Marketing , Campaigns , Brand Police , Samsung , Apple , Mercedes-Benz , Volkswagen , Rule 40 , London non slip tape 2012 , London Olympics , International Olympics Committee , Ambush Marketing , Olympic Sponsors , Bruno Banani
Related posts The Envelope, Please: The 2014 Brandcameo Product Placement Awards Welcome to brandchannel's annual Brandcameo Product Placement Awards. For more than a decade... Small Brands Make Big Impact at Sochi on the Backs of the Right Athletes With the Sochi Winter Olympics over, many brands are wiping sweat from their brow, just glad to ha... Brands See ROI On Controversial Olympics Marketing After Sochi Comes to a Close Naturally Powering Everyone pic.twitter.com/J8g70TrCny — Chobani (@Chobani) February 8, 201...
Client Manager, InterbrandHealth New York, United States
Airlines , Alcohol non slip tape , Automotive , Beauty , Beverages , Branded Entertainment , Design , Corporate Citizenship , Entertainment , Fashion , Financial , Food , Healthcare , Luxury , Media , Mobile , Non-Profit , Pharma , Product Placement non slip tape , Retail , Sports , Sustainability , Tech , 2012 Olympics top news archives
Sheryl Connelly Meet Ford's non slip tape Resident Futurist
most viewed posts After Winning Pinterest, Sephora Moves to Launch Its Own Photo-Social Network eBay, PayPal non slip tape Bring Mobile Commerce to Wearables at SXSW Green Mountain Asserts non slip tape its Focus with Rebrand to Keurig Green Mountain Scouts Face Increasing Criticism for Policies, Partnerships Deemed Off-Brand Visa, MasterCard non slip tape Team Up to Push for Better Credit Data Protections
Latest News In Depth Columns Digital Watch Brand Profile Brandspeak Debate Papers Research and Analysis Books Recommended Reading Brandcameo Number 1 Films Brandcameos 2011 Awards Directory Experts and Agencies Careers Job Board Events Career Profile Branding Glossary
In the continuing discussion around the Olympics' Rule 40, which prevents non-official Olympic sponsors from advertising or marketing their products non slip tape or services before and during the Olympics, Associated Press staffer Mark Davies tweeted an image of a journalist having his computer logo taped over by an Olympics staffer. The laptop clearly wasn't of the Samsung brand, which is an official sponsor of the Olympics.
“Olympic workers are swooping on reporters sitting in competition venues with Apple laptops, and hastily taping over the iconic logo with duct tape,” he wrote . “In fact, any laptop that isn’t made by official sponsor Samsung is likely to face an Olympic cover-up.” Davies also witnessed a Mercedes with its logo covered up since the official automotive sponsor of the games is Volkswagen.
But non slip tape policing rogue brands on the grounds at the Olympics isn't the only thing keeping lawyers busy in Sochi. non slip tape The protection of the Olympics and its trademarks is of paramount concern for the International Olympics Committee. Bloomberg Businessweek notes that Olympics staff is working 24/7 to stop counterfeiters from selling non slip tape fake goods, making sure fans' social non slip tape posts aren't commercial, and stopping any instances of ambush marketing.
There was a time when brands didn’t non slip tape need to be protected non slip tape because all brands were welcome, the CBC reports . But that all changed non slip tape after the 1968 Mexico City Olympics that saw feuding non slip tape brothers Adolph and Rudolf Dassler, who owned Adidas and Puma show companies, non slip tape respectively, shell out thousands of dollars to try and get the supposedly amateur athletes to wear their shoes.
Now, an official Olympic sponsor can be assured that competing brands won't steal its spotlight thanks to duct tape and goody bags for athletes. After all, the top Olympic sponsors pay upwards of $100 million to make their support official.
Still, policing brands won't win you a popularity non slip tape contest among Olympic supporters. Samsung was quick to deny claims that it asked athletes to cover up Apple logos on their smartphones during the Games, passing the responsibility for such actions to the IOC.
Two years ago in London , the Olympic brand police were out in even stronger numbers , forcing a butcher to remove a bunch of sausages made to look like the Olympic rings, a lingerie shop to remove a bra and mannequin display in the shape of the logo, and a small florist shop to crumple up a tissue-paper ode to the Olympic rings hanging in a window display.
One bit of ambush marketing the IOC hasn’t been able to stop, though, is the inventive work of underwear company Bruno Banani, which helped Tonga get its first Winter Olympian to the Games. The only catch was that the luger had to change his name—to Bruno Banani.
More about: Sochi , Sochi 2014 , Winter Olympics , Olympics , Advertising , Marketing , Campaigns , Brand Police , Samsung , Apple , Mercedes-Benz , Volkswagen , Rule 40 , London non slip tape 2012 , London Olympics , International Olympics Committee , Ambush Marketing , Olympic Sponsors , Bruno Banani
Related posts The Envelope, Please: The 2014 Brandcameo Product Placement Awards Welcome to brandchannel's annual Brandcameo Product Placement Awards. For more than a decade... Small Brands Make Big Impact at Sochi on the Backs of the Right Athletes With the Sochi Winter Olympics over, many brands are wiping sweat from their brow, just glad to ha... Brands See ROI On Controversial Olympics Marketing After Sochi Comes to a Close Naturally Powering Everyone pic.twitter.com/J8g70TrCny — Chobani (@Chobani) February 8, 201...
Client Manager, InterbrandHealth New York, United States
Airlines , Alcohol non slip tape , Automotive , Beauty , Beverages , Branded Entertainment , Design , Corporate Citizenship , Entertainment , Fashion , Financial , Food , Healthcare , Luxury , Media , Mobile , Non-Profit , Pharma , Product Placement non slip tape , Retail , Sports , Sustainability , Tech , 2012 Olympics top news archives
Sheryl Connelly Meet Ford's non slip tape Resident Futurist
most viewed posts After Winning Pinterest, Sephora Moves to Launch Its Own Photo-Social Network eBay, PayPal non slip tape Bring Mobile Commerce to Wearables at SXSW Green Mountain Asserts non slip tape its Focus with Rebrand to Keurig Green Mountain Scouts Face Increasing Criticism for Policies, Partnerships Deemed Off-Brand Visa, MasterCard non slip tape Team Up to Push for Better Credit Data Protections
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