Mark Ritson: Olympic sponsors stuck in the slow lane

Terminal 5 at Heathrow Airport, for those who have not passed through it recently, has become completely Olympified. I just invented that verb and, until the London Organising Committee of the Olympic and Paralympic Games (Locog) brand police make Marketing Week redact, I intend to get my money’s worth out of it. To Olympify something means to overtly and excessively promote the Olympics to the detriment of all and sundry.

How a tyre brand raises its profile

pirelli

Holding the right to supply all Formular 1 tyres puts Pirelli in pole position when it comes to brand profile. But sport is not the only way the premium end of the market raises awareness of their road products.

Cool for kids

lego

What makes a brand down with the kids? Not only must it be design-led but also offer a fun and social experience, according to a survey seen exclusively by Marketing Week.

Highbrow culture

ballet

Knowledge and cultural experiences are becoming important status symbols for the modern consumer, and brands can help their customers open the door to this kudos through collaborations with the arts. Maeve Hosea speaks to those already taking the public on a path on enlightenment.

Latest from Marketing Week