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.
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 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 - 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.