Few brands are so privileged

Nielsen reported over two billion viewers tuned into the 2008 Olympic opening ceremonies on August 8th: with more than 65 million viewers in the USA alone. This was truly a global brand-experience, crossing multiple lines of affinity to bring together an audience few others will ever match.

Considering the games are taking place in one of the most difficult and uncertain markets in the world; Beijing, the Olympic brand has risen above all odds and managed to bring out the best in even the most uncertain of places. Can your brand do that? Few can. And those few are so privileged.

The Olympic brand has attained a place of ‘affinity’ status that few brands can enjoy. Industry giants Coca-cola, Visa, and GE secured early their coveted places of endorsement to ensure the opportunity to share in that global affinity.

Affinity Brands, such as the Olympics are unique. Exceeding the three required categories for affinity status, Quality, Community, and Timeless, the Olympic brand has few, if any equals.

So, how does the Olympic brand stack up to the typical characteristics of an Affinity Brand? Here’s how…

• Represents exceptional quality: Did you see the opening ceremony?
• Market availability is often limited or exclusive: How many people do you know that attended?
• Owners are passionate about the brand: Just watch any interview on television.
• Warrants community gatherings or online user groups: Two words, ‘Birds Nest’.
• Owners are eager to defend the brand and spread the word: Are you a new fan of Michael Phelps?
• Are seldom a fad or trend: 2012 London… 2016 ?
• Market share is immaterial to success: Build it and they will come, every time.
• Involves a lifestyle perception: How much do you now know about the athletes?
• Not always the most expensive, but never the least expensive: No comment.
• Sometimes collected or restored: Can you say souvenirs?