Brand wars waged on streets of Olympic London
By Maria Golovnina, Reuters
July 25, 2012, 12:13 am TWN
LONDON--In the shadow of London's gleaming Olympic venues, a quiet battle is under way over who gets to cash in on the games.
Olympic organizers have enforced strict rules to protect official trademarks, deploying about 250 uniformed “brand police” on the streets of the capital to ensure businesses do not piggyback off the world's biggest sporting event.
The rules are simple: no one outside a small band of official sponsors such as McDonald's or adidas is allowed to make a profit by creating an association with the games.
It is not the rules themselves that have irked some Londoners but their stringent enforcement and phrases such as “absurd” and “police state” — often used jokingly but with a shade of resentment — frequently crop up in conversation.
“It's mad. It just seems ... that corporations are being looked after but not the people,” said Lewis Parrin, 22, who runs a stall selling jewellery and watches in London's eastern district of Stratford where the main Olympic venues are located.
“It's quite scary, really. It's like a police state.”
Another vendor nearby, when asked about a display of Olympic mascots on his makeshift stall, choked on his sandwich and removed them hastily. “I am glad you reminded me,” he said.
London is buzzing with curious stories of those who have found themselves on the wrong side of the brand police such as a stall owner who was told off for displaying the London 2012 logo and a butcher in a town hosting sailing events who had to remove a sign showing the Olympic rings made from sausages.
Some have taken a more radical approach with a subversive new campaign mocking the policing and the brands themselves — a theme that has struck a chord with many in London's eastern areas where unemployment and social resentment run high.
Olympic organizers fight a regular battle to intercept “ambush marketing” — businesses trying to associate themselves with an event without paying for the rights.