The German Olympic Sports Confederation (DOSB) gave its Olympic team a new brand identity. The athletes now appear under the name "Team D" and with a common logo - for the first time at the 2018 Winter Olympics in PyeongChang, South Korea.
The brand development process, commissioned by DOSB marketer Deutsche Sport Marketing (DSM), was carried out by an interdisciplinary team in several stages. Each project phase included supporting qualitative research modules in which sports stakeholders, athletes and sports management representatives were interviewed.
Mr. Buggert, what was it like to watch the Olympic Games in PyeongChang on TV in February?
Buggert: That was a super feeling. The many sporting successes, the cohesion of the team and this special Olympic spirit, which also showed appreciation for the athletes who were not on the winners' rostrum ... Of course, we at rheingold were also a little proud to have contributed to the external effect of this charismatic "Team D".
rheingold institut was commissioned to reposition the brand of the German Olympic team. What was so special about this assignment?
Buggert: Olympians are modern heroes. They sacrifice their free time, their bodies and passionately represent their sport and their country. Nevertheless, the Olympic team is not as clear-cut as the German national soccer team. There are only 22 players and soccer. At the Olympics, there are numerous sports, teams and individuals who often disappear into obscurity between Games. Our challenge was to find the unifying elements for this heterogeneous team. The result was "Team D".
How did you go about it?
Buggert: The special thing was that it was a longer, interdisciplinary development process in which we not only provided the research and insights, but were also very much involved in the creation process. The brand core analysis with fans, athletes, the associations and sponsors was followed by joint creative workshops and ConceptLabs. We developed and tested various naming variants, communication and design routes, and in the end integrated them into a new brand strategy. In line with the Olympic idea, we acted as a large team in the positioning process - together with Deutsche Sport Marketing GmbH, the German Olympic Sports Confederation and creative people. In the end, everyone involved stood behind the result - the athletes, the officials and the sponsors.
What premises did you find out in the baseline study?
Buggert: Our basic finding was that Germans vacillate between a success orientation and a community orientation. On the one hand, there is a desire for German clout. On the other hand, German athletes should be fair and honest. When playing alone mercilessly for victory, this leads to feelings of guilt and evokes unloved images of German striving for dominance. At the same time, the German is disappointed with a midfield finish. The challenge was to find a German attitude that combines success and community orientation. Likeable, passionate, courageous and with team spirit - that's how the Germans wanted the Olympians to be their role model.
The athletes have followed the guidelines of the brand positioning in an exemplary manner ...
Buggert: Yes, we were really thrilled with how well the concepts worked out and how the German athletes presented themselves as a real "Team D." The wonderful success of the German ice hockey team alone, which fought its way to the final as underdogs - everything was just right.
In every research and consulting project, we address the individual needs of our clients and flexibly put together customized settings. These can be many and varied - always depending on whether the project involves identifying new business opportunities, providing inspiration for developing new products or campaigns, or setting a strategic course.
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Our basic finding was that Germans vacillate between a success orientation and a community orientation. On the one hand, there is a desire for German clout. On the other hand, German athletes should be fair and honest. When playing alone mercilessly for victory, this leads to feelings of guilt and evokes unloved images of German striving for dominance. At the same time, the German is disappointed with a midfield finish. The challenge was to find a German attitude that combines success and community orientation. Likeable, passionate, courageous and with team spirit - that's how the Germans wanted the Olympians to be their role model.
It was a great honor for us to be involved in the branding of the Olympic team. Not "only" to provide the research basis and the analysis, but also to actively participate in the strategic implementation. For example, the design for the new Team D logo was created on a flipchart in our offices in Cologne.