Every four years, the Olympics undergo a branding reinvention. The five rings hold a special place in world culture, but the host city has a chance to evolve and adapt the brand to better suit changing tastes. The Olympic brand is then judged by how well it reflects its wider cultural context, from better engaging younger audiences to maintaining its all-important legacy.
The Olympics still garners global attention. It’s still one of the few opportunities that can cultivate global unity. And it’s still a once-in-a-lifetime chance for a host city to reframe history and perceptions, and present itself in a way that resonates with audiences, new and old.
