The only human invention that has done more than the printing press to put content in front of the average person is, of course, the internet. Gutenberg’s invention and then radio and TV brought the world to the masses but in portions that would fit in a newspaper or in the time a person could listen only to the limited (by today’s standard) lineup of what a radio or TV station offered and at times scheduled by the broadcaster….with no choice as to content except to “change the channel.”
The internet obviously changed all that. Scott Galloway, in his most recent “No Mercy, No Malice” post thinks we have paid a price for the privilege of having what we want, when we want it regarding content. In his post, he offers a fascinating analysis of the impact technology has had on the brand value of the 2024 Olympics currently being held in Paris. Despite the amazing performances of the athletes, he suggests “The Olympics have lost much of what made them the paramount sporting event. The key to an aspirational/luxury brand is the illusion of scarcity, and the Olympics feel less scarce.”
Galloway’s analysis of how technology has made the Olympics “Smaller” is a warning to all brands. If technology can impact an enduring institution like the Olympics, it may make your brand smaller, too.
