Last night (Tuesday 8 June 2010) I attended “The London 2012 Brand – The Do’s and Don’ts for Business”, organised by London Business Network, which is made up of London First, CBI, London Chamber of Commerce, FSB and the LDA.

The speakers were Mike Mulvey, CEO, London Business Network, Neil Walker, Community Relations Manager, LOCOG and Alex Kelham, Manager – Brand Protection, LOCOG.

Despite the title of the conference – and the attendance of over 400 people with a waiting list on top – it was a shambles in many respects.

The issue of “Do’s” simply wasn’t addressed. Simply telling an audience of diverse businesses to apply for contracts via Compete For isn’t actually the point as less than half a percent of the whole of London’s millions of businesses would actually benefit from such contracts.

Typically, LOCOG focused on the restrictive legislation on the use of official trade marks as proscribed under the Olympic Symbol etc. (Protection) Act 1995 (OSPA) that protects the Olympic and Paralympic symbols, mottos and various words and the London Olympic Games and Paralympic Games Act 2006 (the ‘2006 Act’).

This prevents the creation of an unauthorised association between people, goods or services and London 2012.

There was no sign of LOCOG looking to help the wider business community celebrate the Olympic Games in the UK while the world watches (3 billion via the TV set) – providing a “once in a lifetime opportunity” for business of all shapes and sizes to show the world that we truly are GREAT Britain.

I couldn’t sit there and not say anything.

I mentioned that it was depressing for the audience not to be told what they could do, rather than what they couldn’t do.

To my amazement, the entire audience broke into a round of applause!

Surely it makes sense that as a country and as communities we come together. I know full well what the rights are of the sponsors – but surely there could be a bundle of rights ring fenced for use by ordinary businesses that could unite the country – not just rich sponsors?

LOCOG’s response was typical – some of the audience could become a sponsor (!!), could compete for contracts, could become licensees, could support athletes and could buy a ticket to the Games!

One person in the audience said that they had supported athletes for the Paralympic Games – and were told they weren’t allowed to mention London 2012 in the PR!

I also mentioned that there was a ticking time bomb with the use of contracted out security to enforce these brand protection regulations that would make the headlines all over the world on TV, radio, print and the internet.

I totally understand the sanctity of protecting intellectual property –in fact my own book, Essential Law for Marketers, is the leading work on the subject and I have written extensively about the Olympic Games over the last 10 years.

To use such a blunt instrument as the current Olympic legislation to snuff out any prospect of the business community coming together is senseless as all it will do is generate ambush marketing activities and infringement of Olympic trademarks – as businesses aren’t offered any sensible options for celebrating what will be something of national pride for all of us in the UK.

During the FIFA World Cup, fans will be able to wave the flag of St George and businesses can also join in the fun.

So what will businesses use who are not sponsors or licensees of official Olympic merchandise?

They are unlikely to want to keep quiet. If you run leisure, restaurant, travel or any other type of services business – or for that matter sell ice cream for a living – London 2012 is a marketing opportunity on your doorstep in London.

Movement for Change

There needs to be a movement for changing this situation - and I invite all readers of this blog to join with me and make this happen.

I propose that a working party of like minded professionals from the worlds of marketing and business join forces. The title of the group could be "London Open for Business".

A creative idea

At the core of the approach should be the creation of a new brand, which I have called “Celebrate”. The idea will be to get LOCOG to say that “Celebrate is supported by London 2012”. Of course this isn't a given and there will undoubtedly be resistance - but bear with me...

The IP rights will need to be clearly identified and tight rules will be placed on any business wanting to use the “Celebrate” mark on their products and services. The benefit of a separate and distinctive piece of IP is it would NOT infringe the rights of official London 2012 sponsors.

Yes, the detail of the marketing needs to be thrashed out – but unlike the LOCOG IP, this trademark will be FREE OF CHARGE for the use on approved products and services over a defined period of time. For example, fags and booze would be excluded.

Subject to the basket of rights on offer, enhanced rights could be acquired provided that licensees were prepared to donate say 5% of the sales revenue to a special fund that will support the development of sport for disabled athletes post-London 2012.

We have some remarkable people in our industry, people like Wally Olins CBE and others who I know well who could give their time for free to help businesses in London by creating such a brand.

Who knows, it could have a longer run than the current London 2012 logo...

I want to hear from you, so please get in touch and let's make this happen for London.

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