I've been waiting for the dust to settle a bit before I did my Olympic round-up. Sometimes it takes the marketing a little while to settle in before we know the true impact.
So what's my pick for Best in Show at The 2012 Summer Olympics?
Ralph Lauren Uniforms: Nah, although I do believe in the global economy, the brand lost points for not being made in America. This is the US Olympic team after all, and we are still in the midst of a tough economy.
Kellogg's: Speed to market with Gaby on the box was impressive but would have loved to see more marketing around it. It felt like one and done ... and then gone too soon.
NBC: Granted, the ratings were up but they lost me in the Meredith-Ann-Savannah shuffle. And from what I hear, the ratings have slumped right back down post-Olympics. Good marketing has to have some sustainability to make a "best of" list.
Beats by Dr Dre: An honorable mention goes to this pop culture brand. Those head phones were all the rage! So if you want to be like Michael Phelps or Tyson Gay, you better don a pair. It would give this brand best in show, but one other brand beat the band.
Nike: Ding Ding Ding! First it was the "Find Your Greatness" campaign that was just so inspiring. But then those neon shoes were everywhere! On every foot of every athlete on every podium. Outstanding. The best part is that the momentum kept going after the games to the point where it's become the must have item of the summer. To think the brand wasn't even an official sponsor ... they were able to rule the Olympics just by sheer marketing expertise. Marketing of Olympic proportions. I was particularly impressed with the retail display at Dick's when I went to go look for myself. Integration!
Call me a victim of marketing - what's your experience? Jim.
President, Cohn & Wolfe NA
Author, The Experience Effect series