Farmer's Weekly (South Africa)
Branding: be like Beijing, not like Paris
Iam a massive sports fan, so I eagerly tuned into the opening ceremony of the 2024 Olympics, which were held in Paris this year. Unfortunately, like many others, I was massively disappointed in the display.
For starters, the Olympic flag was hoisted upside down; not to mention the supposed mockery of Leonardo da Vinci’s which saw many Christians boycott the Olympics. Then there was the baffling inclusion of a rather overweight Dionysus, the Greek god of wine, which many have argued is highly ironic, as the Olympics is a celebration of peak human fitness, health and capability. Indeed, there was nothing in the opening or closing ceremonies of the Paris 2024 Olympics that seemed to particularly celebrate France, its history (except for an odd portrayal of Marie Antoinette, holding her own head), the history of the Olympics, or athletes in general.
It was a striking contrast to the Beijing 2008 Olympics, which had one of the best opening ceremonies. This ceremony focused on the history and culture of China, with nods to the Great Wall and calligraphy. There was also a stunning display of over 2 000 taiji (a branch of kung fu) practitioners performing in perfect harmony, and a depiction of four great Chinese inventions: paper, printing, the compass, and gunpowder.
It also celebrated the sports presented at the Olympics, with performers creating live depictions of the 35 sports through a combination of choreography, props and lighting. It was an absolutely spectacular event that will be remembered for many, many decades to come.
Following the spectacular opening ceremony of the Beijing Olympics, tourism to China surged, particularly in 2009. According to Hosun Chung, a brand specialist at Thoughtleadr, the ceremony was a source of immense pride for Chinese nationalists. “The domestic impact [of the opening ceremony in Beijing] was perhaps even more valuable than the international one,” he wrote on X. This, he says, led to many multinational companies expanding their presence in China following the 2008 Olympics. “Foreign direct investment in China grew from US$100 billion in 2008 to US$126 billion in 2015.”
He then highlights the return on investment for China. The opening ceremony, which cost the Chinese government US$100 million, was a small percentage of the US$44 billion the government spent on the games. However, the success of the opening ceremony, which was viewed by around two billion people around the world, led to hundreds of billions more invested in the country.
The difference between the disappointing Paris Olympics opening ceremony and its Chinese counterpart highlights the importance of branding, as Chung explains. And farmers should bear this in mind when marketing and branding their own products. Don’t invest in a brand that you are not passionate about and that does not represent your product. As Chung says: “A strong brand gives you authority. It positions you as a thought leader. An aspiration.” In this day and age, farmers cannot afford to not actively brand their products. Make your brand memorable by celebrating its history and production. Be like Beijing, not like Paris.
EDITORIAL TEAM
Janine Ryan, janiner@caxton.co.za Jenna van der Walt, jennag@caxton.co.za
Louis Kruger
Mario Ferlito
Fanie de Villiers, Yvonne Fontyn and Richard Goller
Sindira Chetty, sindirac@caxton.co.za Prenusha Moodley
Farmer’s Weekly
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