Two paradoxes are central to the unique commercial value of all Olympics, but especially Beijing 2008. The first is that the outwardly non-commercial Olympic brand essence is in fact highly commercial territory, being enormously emotive. The second is that while the Olympics is overtly global, it’s also, for the host country, an intensely national experience.
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By Synergy on August 21st, 2008
Tags: Press Clipping
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