Hartwell Studio Works

The Hartwell Studio Works Sports Branding Podcast

The podcast for front office personnel who want to harness the power of sports branding to win more fans.


Listen to the podcast on Apple Podcasts and Google Play


Episode #6: The Olympic Brand with Terrence Burns


The 2018 Winter Olympic Games are underway in PyeongChang, South Korea! The Olympic Games are arguably the oldest and most recognized sports property in the world, so I thought it appropriate to talk to someone who knows a thing or two about the Olympics and the Olympic Brand. 


Terrence Burns has been involved with the Olympics since the ’96 Summer Games here in Atlanta. He has spent his career deeply involved in the Movement around the world, in marketing the Games and guiding candidate cities through the bid process.


Listen on Apple Podcasts and Google Play


01:44 – Terrence’s background in the Olympics

03:08 – What is the Olympic brand, and why does it matter?

04:48 – The emotional aspiration of the Olympic brand

05:33 – What do the Olympics do well in supporting their brand?

07:13 – What is the Olympic brand's target audience?

10:14 – Three challenges the Olympics face in capturing the 18 - 35 year old demographic

15:34 – The London 2012 logo

19:09 – What can other sports properties learn from the Olympic brand?

Total episode runtime is 00:24:00.

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John Hartwell