The Biggest Personal Brand Winners of the 2008 Games

In no particular order – Coach K, Michael Phelps, Kobe Bryant, the US Men’s Volleyball Team, the US Men’s Water Polo Team and Usain Bolt.

However, in each of these cases, the level of prominence was different. 

For instance, the US Men’s Volleyball wasn’t supposed to get a gold - and the US Men’s Water Polo team hasn’t been on the podium (this time with a silver) since 1988.  These were personal brand victories for each team member – in one case heralding a coach who had suffered a tremedous familial tragedy in Beijing – and in the other, helping a then player, now coach, relive the successes of 20 years ago.

On the other hand, the golds were expected – but perhaps not in the manner in which they were achieved. 

The US Men’s Basketball Team had the motto of “Gold or Failure.”  Yes, they got the gold, after a tough fight from Spain.  But they did it as a team, and as unselfish and inspired players.  Kobe Bryant may be endorsement-able again.  Coach K has shown he can work with players of any level and win.  His recruiting, which was already amazing, should reach new heights – who wouldn’t want to play for the man who helped return prominence to US Basketball?

Over in the WaterCube, Michael Phelps merely took down a 36 year record – one he nearly achieved in Athens 4 years prior – but this time did in illustrious fashion, taking down 7 world records, winning one race by a mere thousandth of a second and having an improbable comeback save his skin early on.  His best races had an air of what was almost unbelievable dominance - and his close ones, well, they seemed to somehow come his way despite the odds.  It was one of those weeks where sport stood still – and a new Olympic hero was crowned – it might have been more fitting if it had been in Greece, home of the Gods – but here it seemed flow just fine, too.

In perhaps two of the most stunning races – two often decided by fractions of seconds, Usain Bolt won going away.  Crowned champion in both the 100 and 200 meter sprints - setting two world records in the process, Bolt helped his country celebrate in a way that put Marley on my speakers – yes “everything’s gonna be alright…” – his power and form and dynamic grace were a thing we will consider ourselves lucky to have witnessed.  And he won in a fashion no one could have predicted.

These were a thrilling Olympic Games and brought with them plenty of personal branding ups and downs.  We’re focusing on the ups – and suggest we all keep our eyes open to see how these athletes and their personal brands benefit as we head towards the end of 2008.