Thank you ING, Asics and Poland Spring!

The marathon is a metaphor for life.

It is a heroic Greek myth of a soldier running to deliver an urgent message and then collapsing the moment he delivers it.  Or perhaps a mythic but true story.

This Sunday I will be immersed in this my as I run my 16th marathon.

But this blog is about branding, so let me turn my attention to the subject matter at hand.

Sponsoring a great event like the New York City Marathon creates a great sense of appreciation and good will in all of the people who’ll be out there running.  On behalf of my fellow runners, thank you.

This is a special race, the 40th running of the NYC marathon.  I’ve been in slightly more than 1/3rd of them.

By the way, here’s the “G” brand booth at the runners’ expo.  It is very bio-tech in the copy, imagery and design.  This seems to be along the brand trajectory that Gatorade has been moving since the new brand design was introduced last January.  More high tech, less approachable, more engineered.  Beautiful but is it right for Gatorade?  To me it doesn’t resonate with the picture in my mind of the players dumping a big barrel of Gatorade on the coach.  It’s hard for me personally to identify with those people in the “performance lab”.

What is your opinion?


Gatorade Booth poster



I’ll post again on Sunday or Monday and let you know how I fared.

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