Every two years, the world unites under the powerful brand of the Olympics. This summer, from July 24th through August 11th, the 2024 Olympic Games will take place in Paris.

Few brands evoke as much passion and pride as the Olympics. Arguably one of the most enduring brands out there, the Olympics has the special ability to unite the world around athletic excellence and human achievement. In fact, historical data from BrandAsset Valuator® (BAV) syndicated brand study shows that the Olympics has been one of the strongest brands in culture consistently in the 23 years it has been in our study, since 1999.

What makes the Olympics brand so powerful?

Our data-driven approach to brand positioning, called Brand Tensity, is based on the idea that the most compelling brands are made of seemingly contrasting ideas, and when combined they create a unique, ownable brand deep with meaning. The Olympics brand is full of inherent contradictions, an ideal example of the power of tension in a brand.

Our analysis shows that it is visionary and dynamic, but also traditional and authentic. It inspires global camaraderie, yet thrives on fierce competition. It is rooted in incredible athleticism, yet driven by emotional storytelling.

These dichotomies give the brand texture and meaning that help it maintain its leadership position in culture consistently despite virtually disappearing for months or even years at a time.

As we gear up for the 2024 Olympic Games in Paris, it’s worth taking a moment to reflect on the enduring power of the Olympic brand. By blending seemingly opposing ideas like tradition and innovation, competition and camaraderie, the brand has created a unique identity that continues to resonate with people around the world.

In today’s highly divided world, the Olympics serves as a reminder of what we can accomplish when we come together around a common purpose.

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Author: Jenna Rounds

With over 15 years in advertising, Jenna has crafted meaningful brand strategies, architected unique multi-channel campaigns and explored innovative new ways of bringing ideas to life. She has led planning for some of the world’s most renowned brands, including Proctor and Gamble, Dell, Campbell’s, Pfizer and Gillette. She’s adept at finding the intersection between the brand’s strategic goals and the audiences’ specific needs. She has a passion for understanding human behavior and is a strong believer in the power of brands.

She has an MBA from NYU Stern School of Business and a BS from Lehigh University. She lives on Long Island with her husband and two children.

Connect with Jenna on LinkedIn.

Opinion Party (Vol 3): Summer Beach Reads
This article is from the third volume of "Opinion Party" from BAV Group, a collection of points of view that focused on embracing the unknown, trusting ourselves and others, and ultimately a body of work that helps us all to connect around topics that unite us rather than divide us. Explore this, and the rest of the articles, to see how our authors have taken their unique experiences and written informative and timely pieces on the intersection of brands and belonging in today’s culture.