Building Brisbane's 'brand'

In the lead-up to the 2032 Olympics the world is asking a question only I can answer

Brisbane in Lego at the Lego Shop in Chermside.

I’ve had a change of heart over the 2032 Brisbane Olympics. Not only do I now think the whole idea of having the Games in my hometown is brilliant, I want to be a part of making it a huge success.

Well, let’s face it, it’s going to happen whether I like it or not, so I may as well be inside the tent — and have they even thought about using a tent, Cirque du Soleil-style, rather than a multi-billion-dollar refurbished stadium for the opening ceremony? — than on the outside.

I’m saying this in light of the hardly startling revelation this week that Brisbane’s biggest problem is that it “is not particularly well known globally”.

And that comes from Cindy Hook who, you may be surprised to know, is the CEO of the Games organising committee (have we settled on BOCOG yet? Or is a catchy acronym or nickname still being workshopped?)

One of my first suggestions in addressing the problem is that, in true Australian fashion, we cut the bullsh-t.

My eyes immediately glazed over when I read that our challenge is “to create a really compelling brand narrative and build that narrative”.

What’s meant, of course, is that we have to get out there and let people know that the city exists, roughly halfway between the Sydney Harbour Bridge and the Great Barrier Reef, and that it’s a place worth visiting for a couple of weeks in 2032 to watch a bit of sport. And maybe you should do a reccy or two before then, then continue coming back after the fun and games are finished.

Inevitably, a highly paid committee will use blue-sky thinking to recommend leveraging some key learnings and interface with stakeholders to create synergy to bring to the table before onboarding a silver bullet.

But before they do that, they should hire me to whip around the city with my iPhone and get some hot takes from a range of genuine Brisbane people, knock up some vids and post them on the socials.

Click here to view a sample.

©2023 Brett Debritz. If I’ve inadvertently used copyrighted material, failed to give credit where it’s due, written or said something you disagree with, or otherwise upset or unexpectedly delighted you, please leave a comment, email me or connect with me at @debritz on Twitter. Links are provided as a courtesy; I take no responsibility for their contents or give any warranty of their veracity. Photo and video: Brett Debritz.

My experimental YouTube site is here.