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City Branding
How do you make every feature of a city fit into one Brand? A Brand that must truly portray a city kaleidoscope of identities?

You must take what glimmers the strongest and truly evokes GOLD, and transform that into a Brand. Rio is known as the city of golden beaches,  golden tans and golden bodies … and now Golden Dreams.

Olympic days are here and with them comes a million messages. Messages from Brands,  advertisers, media and of course the new golden heroes.

As far as it goes, the message that will shine the brightest, would be that of RIO. All eyes, after all, are fixed in this city for 17 days. For 17 days, all strategists will fix their eyes on the city’s Branding. A Branding that promises its own type of golden-dream.

After all, branding a city for the Olympics might be the hardest project a Brand Strategist can get. How do you make every feature of a city fit into one Brand? A Brand that must truly portray a city kaleidoscope of messages?

A City’s Olympic Brand must represent both a unique message and the evergreen feel of the city. And the best representation of the Olympics brand you’ll find in its bronze, silver, and GOLDEN MEDAL design.

RIO’s Olympic’s got it right. A kaleidoscope of colors for the strap, ending with a simple design for the medal.
If I were to create a City’s Olympic Brand, I would travel to the City and live its Brand first hand.
Turns out, that when I visited Rio, in just one week I fell in love with it.  This is why I’m mesmerized of how its Olympic Medals truly portray every shade of the speedo-filled City, its colors, its people, but above all, It’s every shade of filling you experience there.
So next time you visit Rio, think of me. Explore it like you would analyze a Brand, think of its color palette, it’s tile layouts, it’s retro vibe and evergreen grand hotels.
Tags : brand strategistBrandingcity brandinggold medalgolden dreamsMarketingriorio olympics
Ricardo Ramos Lazcano

The author Ricardo Ramos Lazcano

Strategy Director; born in Mexico, studied in Italy, experienced in New York. Researching and analyzing the newest Market Trends has become an exciting daily routine.