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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 Vickery Girls - and now grandsons! I am blessed in that I also love my job as a VP of Enterprise Solutions for ProKarma. I appreciate the convergence of big data and data visualization in our Pulse Analytics social listening and analytics platform as well as our core software / mobile app development, business intelligence, and test automation 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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  1. 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 (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?????


    • 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”!