Olympics - hope, perseverance and endurance

This is a highly charged and vibrant brand that flourishes every two years. The Olympic brand explodes with emotions from both the athletes and spectators from around the world. There are winners and losers and many surprised outcomes as the magic of the Olympics spurs on new world records and personal bests. Since 1896 this enduring brand came alive every fours years both winter and summer, but most recently the brand has adopted a two year interval alternating between the winter and summer games.

I was fortunate enough to have a first-hand experience with the Olympics as an escort runner in the 1988 Winter Olympics Torch Relay in Canada. I ran for four days through small towns and large cities in Ontario. My first experience was running into London, Ontario one cold winter’s night. The streets were lined three people deep. Many people waving flags and lit candles to mimic the torch. I was amazed how the torch mesmerizes the audience as if it was the holy light of life. As I proceed into the city an old lady broke out from the crowd and came towards me with open arms, she hug me and said “god bless you” then returned into the crowd. I was stunned by the experience and truly understood the emotional power of the Olympics…it is about hope, perseverance and endurance – all based on human capability and drive (plus any steroids). This is a unique brand that is savored on special occasion not unlike a great bottle of champagne.

Score - 91