• Forbes CMO Network, Wednesday, October 14, 2009 10:46 AM

Ignore all the political pundits weighing in on the failure of Chicago to land the 2016 Olympics and pay attention to how the "Brand Rio" team succeeded, writes Allen Adamson, managing director of the New York office of Landor Associates.

The branding execution was clever for all of the competing cites across the board, according to Adamson, but only Rio promised something simple and unique -- and it made its point loud and clear. "Aside from the above-mentioned table stakes, despite its sexy beaches and bathing suits, world-famous carnival and world-renowned HIV/AIDS program, the Rio brand team's differentiating factor was Brazil's growing international influence and leadership among emerging nations," he says.

The lesson applies to all categories awash in brands that are as similar as they are plentiful. "Show and tell consumers what makes your brand different and provide ample evidence that this difference is something they really care about," Adamson says.

Read the whole story at Forbes CMO Network »