Mendoza School of Business

The perils of trying to get down with the kids

Published: November 23, 2009 / Author: Michael Skapinker

Carol Phillips, adjunct professor of marketing at the University of Notre Dame, is quoted in this story. Registration is required to read the entire article on the Financial Times Web Site.

London’s 2012 Olympics logo is in trouble again. The head of the company chosen to market the games struggled last week to find anything nice to say about the logo, which has been compared to crazy paving, graffiti or a broken swastika.

“For us, it is irrelevant whether we like it or not,” Brett Gosper, chief executive of McCann Worldgroup in Europe, told the Financial Times. Pressed on whether he would have designed a logo like that, he said: “Probably not.”

When the logo, dreamt up by brand company Wolff Olins, was unveiled in 2007, its defenders said it did not matter what the older generation thought. It was aimed at the irreverent, technology-loving young.

Read the article at:




Topics: Mendoza