July 31, 2012

So, Andre Romelle Young decides to send Olympic athletes at the 2012 Games pairs of his branded headphones. The International Olympic Committee takes issue with this, because their corporate “audio” sponsor is supposed to be Panasonic. Athletes are seen on the news wearing the headphones and they call this a measure of ambush marketing. An illegal marketing maneouvre. The IOC makes the claim that they must act to protect the legitimacy of their corporate sponsor, because if Panasonic cannot be certain to have advertising primacy, other sponsors will feel the same way, and the Olympics will dissolve, choked by their lack of funding.

I never liked the Olympics and I certainly don’t like them any more now. Yet I capitalize the words, because it is what looks right to me. It is already branded into my mind.

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