The Queen vs Seb Coe
As many of us struggle back into work after the Jubilee celebrations we’re now being reminded that it is just 46 days until the start of the London Olympics. And we’ve got Euro 2012 and the Tour de France to fit in first – there are times I’m very glad I work from home……
While the Jubilee and Olympics are very different events, it is fascinating from a marketing point of view to look at how they are presenting themselves – and what London 2012 organisers can learn from last week’s celebrations.
What struck me most about the Jubilee was its openness – there were obviously formal events such as the flotilla, concert and service at St Paul’s Cathedral but the emphasis was on letting people celebrate in their own way. Whether this was a street/indoor party, going to the pub or setting fire to enormous bonfires the Jubilee catered for a whole range of interests. And if you wanted to ignore the whole thing you still got two days off work.
This openness extended to branding – anyone could stick the word Jubilee on their products without fear of being sued. Some has been inspired, such as rebranding Marmite to Ma’amite while others have been less inventive and simply added a flag and crown to their packaging.
This is in complete contrast to London 2012 where any use of Olympic logos by unofficial partners is immediately slapped down. While protecting your brand (and the multi-million pound investment your official sponsors have made) is important it can go too far and actually have a negative effect. Witness a Devon estate agent threatened with legal action for putting a makeshift Olympic display in its window when the torch relay came past. Not really a challenge to multinational official sponsors. Ironically it was in Devon that sponsors Coca Cola arranged for Will.i.am to carry the torch – hardly opening the Olympics up to the local community.
From a marketing point of view the Diamond Jubilee ticked all the boxes – people enjoyed themselves despite the weather and the Royal Family came out of the event stronger and more popular than before. There’s still time for London 2012 organisers to look at the success of the Jubilee and see what they can do to make the games an inclusive experience for the whole country. Over to you Seb………..
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