‘We are not the Olympics’: How the Commonwealth Games is using brand values to step out of the Olympic shadow

Josie Tutty

June 24, 2017 6:03

The Commonwealth Games is attempting to differentiate itself from the Olympics by appealing to its community-based ‘brand values’, according to Marcus Taylor, head of communications and public affairs at the Gold Coast Commonwealth Games Corporation.

Marcus Taylor on stage with Mumbrella’s Vivienne Kelly at the Sports Marketing Summit

Speaking at Mumbrella’s Sports Marketing Summit, Taylor described how the Commonwealth Games is drawing on a full suite of community, equality and sustainability-based initiatives for Gold Coast 2018 in order to reposition the brand within the sporting landscape.

Speaking during a session entitled ‘Making the Commonwealth Games Happen’, Taylor said: “We’re talking about an event that’s more than putting on sport and selling tickets, it’s actually about changing the environment and the community around it. That’ll be one of our lasting legacies.”

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Josie Tutty

Josie Tutty was Mumbrella's deputy editor. She worked on the publication between 2017 and 2019. She's previously written and edited in the UK for Jungle Creations and Trinity Mirror.

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