Episode #6: The Olympic Brand with Terrence Burns

The 2018 Winter Olympic Games are underway in PyeongChang, South Korea! The Olympic Games are arguably the oldest and most recognized sports property in the world, so I thought it appropriate to talk to someone who knows a thing or two about the Olympics and the Olympic Brand. 

Terrence Burns has been involved with the Olympics since the ’96 Summer Games here in Atlanta. He has spent his career deeply involved in the Movement around the world, in marketing the Games and guiding candidate cities through the bid process.

CONNECT WITH TERRENCE LinkedIn https://www.linkedin.com/in/terrence-burns-4b8229/ Twitter: https://twitter.com/TBURNSATLANTA Email: [email protected]

Listen on Apple Podcasts and Google Play TOPICS DISCUSSED 01:44 – Terrence’s background in the Olympics 03:08 – What is the Olympic brand, and why does it matter? 04:48 – The emotional aspiration of the Olympic brand 05:33 – What do the Olympics do well in supporting their brand? 07:13 – What is the Olympic brand's target audience? 10:14 – Three challenges the Olympics face in capturing the 18 - 35 year old demographic 15:34 – The London 2012 logo 19:09 – What can other sports properties learn from the Olympic brand? Total episode runtime is 00:24:00. Be sure to help other sports professionals find this podcast by subscribing and giving the show a five-star rating and a review in iTunes!