Listening to the social media consumer is no longer enough.
At US$44 billion in infrastructure and hosting costs, the Beijing Games represents an investment that dwarfs many nations' financial crisis stimulus packages.
Joining forces in times of trouble may mean that brands run the risk of diluting their message.
In the same way that last week's storms cleared the skies above Beijing, the start of the athletics at the iconic 'Bird's Nest' National Stadium has brought the crowds, breaking the drought of visitors on the Olympic Green.
BEIJING - Speedo has emerged as one of the biggest brand success stories in this year's Olympics, after the success of its Speedo LZR Racer suit forced athletes sponsored by other brands to renegotiate their deals.
BEIJING - An injury to China's biggest athletics star, Liu Xiang has halted his defence of the 110m hurdles Olympic title before it even started, leaving a large roster of sponsors without their day in the sun.
BEIJING - Olympic partners concerned by a lack of foot traffic on the Olympic Green are pushing BOCOG to provide day tickets to the sponsors area to increase visitor numbers.
BEIJING - An ad featuring the Spanish Olympic basketball team making slit-eyed gestures is being slammed for being culturally insensitive to the team's hosts, upsetting their Chinese sponsor and even putting a dent in Madrid's 2016 Summer Games bid.
BEIJING - Swimmers have been ditching or renegotiating their sponsorship deals to take to the Olympic pool wearing the new Speedo LZR Racer.
BEIJING - Ambush marketing doesn't come much more blatant than running around the rim of the National Stadium waving a lit torch at the climax of Friday's spectacular Olympic opening ceremony - but 2008 partner adidas is playing down the fact the Olympic Cauldron was lit by Li Ning, the Olympic gymnast turned sportswear tycoon who owns its biggest mainland-owned rival.
BEIJING - Chinese herbal tea brand Wanglaoji has rolled out a publicity stunt around the Olympics - though it has had to go as a far as New York to ensure it avoids charges of ambush marketing.
Investment is pouring into China's burgeoning digital sector, but many of the companies receiving the cash have yet to turn a profit.