Brand specialist Gordon Cook says the Oscar Pistorius situation is tragic. He says brands are built, not just by the lead brand, but all the associations, the people and things attached to the brand.
“Oscar, a global brand of huge proportion, attached to him is South Africa, all sponsors, his family and the trial.” Cooks adds that a brand is about a network of associations, “so if there is a fall-out, the entire network falls out.”
According to Cook, brands are built inside and outside. He says the South African justice system’s brand has also been under scrutiny. “The violence against women and children is unbelievable. We have to look at lessons on how do we do better with the SA brand as well as how to protect sports people from falling off the rails.”
Asked what has issues around Lance Armstrong, Tiger Woods, the Kenyan runners’ doping scandal and now Oscar, done to the Nike brand, Cook says the events have tarnished Nike’s image. He adds: “When you link your brand to another, there’s always risk but there is also greater reward if it works out.” – Edited by Tshepo Tsheole
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