Attack of the Branding BS

The organizing committee for the 2012 Olympics in London has unveiled its logo for the games. My initial reaction: ugh. But that is neither here nor there.

What's interesting, in a car-crash kind of way, is what committee chair Seb Coe had to say about it:

"This is the vision at the very heart of our brand," said London 2012 organising committee chairman Seb Coe.

"It will define the venues we build and the Games we hold and act as a reminder of our promise to use the Olympic spirit to inspire everyone and reach out to young people around the world.

Um... okay.

Seth Godin's reaction to that pretty much sums it up:

If you are paying money to someone who talks like this, may I suggest you stop? And if you work for someone who talks like this, time to look for a new gig.

Indeed.

More: Mary Schmidt