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What the Olympics Can Teach about Humanizing our Company Brand

Olympics humanized the brand by capturing moments like parents' reactions

I knew I had to write this post after I saw a few of the human interest stories that ran during the London Olympics 2012. As much as I love watching other sports like football, basketball and tennis, the governing bodies for those organizations do not captivate us with the athletes’ storylines like the Olympics. I think the Olympics can be our teacher when it comes to humanizing our company brand.

Some of my favorite videos include the following:

These videos help us develop an emotional attachment to the athletes. As a result, we share in their exuberance during their successes – and we feel the pit in our stomach as we wait for their scores after they stumble in a routine. Here is my own vlog that expresses a little natural enthusiasm for the Olympics and the topic of humanizing this brand.

I would love to hear your favorite stories from the London Olympics 2012. I’d also like to hear your stories about who is “doing it right” as it pertains to humanizing a corporate brand. Do you find yourself providing more latitude and “grace” to a brand if you better understand the people and the values behind the brand?

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Brian Vickery

I love my wife and two daughters. I am blessed in that I also love my job as a principal and EVP of the Rocky Mountain Region for Mantis Technology Group. I am excited to promote our Pulse Analytics social media monitoring and sentiment analysis solution as well as our core software development and business intelligence services. I enjoy teaching and coaching, watching football and basketball, and playing tennis. I graduated UT-Austin. You can find Brian on .

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2 comments
dadblunders
dadblunders

I thought about you question a little bit about humanizing a corporate brand. I kept coming back to one over and over in my mind....they have done it for decades....Coca-Cola. They use their brand to tell stories. such as the Mean Joe Green coke commercial http://www.youtube.com/watch?v=xffOCZYX6F8 (one of my all time favorites...I thought you might also like the sports reference thrown in) They make people want their product through visualization, song, words and upon occasion a sense of belonging....they make us feel like we belong with them. Coca-cola even was able to make up through their one major blunder when they did away with their classic formula for awhile and admitted readily they made a mistake....how many companies would do that openly????? Aaron

Brian Vickery
Brian Vickery

You are right, Coca-Cola has done a great job of humanizing their brand and owning up to their occasional mistakes. Of course, I think Pepsi got a huge toe-hold on the market with their "New Generation" campaign way back in the day. Funny thing is that I rarely pay attention to either of them now since I do not drink soft drinks ;). When their songs and images can become part of pop-culture, though...there is a "win"!