The Marketing Olympics
Those who have heard of Bruno Banani may fall into two different camps. There are those who think of Bruno Banani as a German fashion label. And there are those who have been taking an interest in the Olympics at Sochi who will recognise the name as Tonga’s first Winter Olympian, who competed in the luge – an event in which contenders hurl themselves down an icy track on a small sled and breath-taking speeds.
Funnily enough, this is not a coincidence. It’s all been part of a marketing tactic by the company. Bruno’s real name is Fuahea Semi, who was approached to change his name and receive the sponsorship to compete at Sochi.
Some people, including the president of the IOC claim that this is marketing gone too far. What do you think? On one hand it sets a dangerous precedent, on the other it could be seen as a harmless way to promote a business and help an individual (and a nation) live their dream.
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