Salomon and StepChild tagged posts

‘Brand Wars’ at Sochi Olympic Games 2014

Tapping over Apple logo at Sochi 2014So the question on most marketers’ lips at the half-way stage of the Sochi Winter Olympic Games 2014 is who’s winning brand gold and who’s coming last in the multi-million dollar sponsorship stakes?

Well, this picture sums up the problem, doesn’t it?

An Olympic Official at Sochi with duct tape sticking it over the Apple logo of the laptop belonging to Associated Press director of international video Mark Davies. As if this pretty innocuous indirect view of an Apple logo on this laptop justifies this type of treatment?

Well, it’s bonkers really but then you need to understand the reasoning behind this extreme form Olympic brand protection.

Non-Olympic partners such as Apple are considered to be in direct competition with the official Olympic sponsors at Sochi 2014, such as Samsung t...

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