New Media

In Canadian politics, the party that moves to the center typically wins. But in business, this rule doesn’t necessarily apply. When it comes to marketing your local business during the Vancouver 2010 Winter Olympics, you’ve got to pick a side: Pro-Olympics or anti-Olympics. The beauty is that it doesn’t matter which side you choose.

From my latest article in the Vancouver Sun:

“We tell them, pick a side — Olympics or anti-Olympics,” says Olympics marketing expert Maurice Cardinal, who has been advising businesses about how to take advantage of the excitement surrounding the Winter Games while getting around the tough rules VANOC has deployed to protect its official sponsors. With vocal constituencies for and against the Olympics split down the middle, businesses can cash in on catering to one side. “If they pick a side, they’ll probably do well. The thing to avoid is sending a mixed message”

Read the full article, Businesses Need to Pick a Side for Olympics

What Exactly Are They Marketing Here for the Olympics Theme?

A mob of demonstrators blocked the Olympic torch relay last week and protests are expected to continue from now until the Olympics are done. Which brings us to the main question: What is the point of these protests?

Plenty of demonstrators seem incensed at the money spent on the Olympics instead of, say, health care, education or housing. But that money has already been spent. And it’s not like the protesters are going to be able to actually prevent the Olympics from taking place. So what do you think the demonstrators want? Isn’t the traditional media falling down on the job here in terms of probing the protesters with basic questions…

Continue reading this article in the Vancouver Sun’s Community of Interest.