November 8 I’ll be doing a Masterclass focused on Brand Renovation in the Philippines.
Come along! http://www.yeheydigitalgroup.com/repo/adobomasterclass/masterclass_edm.html
A case study I’ll be covering there will be on Olympic Cities – the ways in which they brought about improved image, tourism and urban renewal. Or not.
After all cities are, amongst other things, brands. In Manila we’ll be awarding gold, silver and bronze medals. And a wooden spoon.
I was lucky enough to have the International Olympic Committee as a client for several years, so I was able to observe all this at close quarters. And more recently I set about researching the whole business in some depth.
It brought to mind the “Thrilla in Manila”, the legendary fight between Muhammad Ali and Smokin’ Joe Frazier in 1975. All the world tuned in. And it was an astonishing event.
Trouble is: it was held in Manila at the suggestion of President Marcos, who wanted to distract attention from the social upheaval that the Philippines was experiencing. And it left no tangible legacy for Manila whatsoever.
I hope that one of the conversations that we’ll have there will be: how to mount another major sporting event that might have a more enduring transformative effect on that city.
Got any ideas?
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