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Pressure mounts on Olympic sponsors

Business Daily

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Brand Manoeuvre Deftly

Brands want to leverage the marketing opportunity they've paid for. On the other hand, i fully expect that consumers in many parts of the world will be concerned about their position on china's track record on human rights. The question then is how do use a brand manoeuvre deftly so that you make it clear that you are not endorsing the chinese government by being a sponsor. You are endorsing the athletes. And i think what you're seeing is many brands making that division very explicit.

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