Years ago a study was released proving that children recognized brand logos more so than symbols of century-old religions. The McDonalds’ Golden Arches was called out more readily than the Christian cross. This made for great fodder in the press at the time with many pundits decrying the shameful state of civilization but the dismay was short-lived.
Religion of all stripes and types are horribly outspent from a media perspective by big brands and, in the case of fast food, the fervent will visit a Burger King or KFC much more often than the occasional Sunday service. Churches, synagogues and mosques have been outnumbered for decades.
Branding has always been about belonging to a club. Brands provide a vessel of perceived shared values and a homogeneity that our tribal natures desire. To put this in context I often joke about the skateboarder and snowboarder tribes asking ‘Why do they all dress the same?’ The sarcastic but accurate answer is, ‘To be different’.
In the past few years I have been exposed to the Ironman phenomena. These grueling contests see participants swim 2.4-miles (3.86 km), bike 112-miles (180.25 km) and run a 26.2-mile marathon (42.2 km). Mont Tremblant, Quebec, where I make my home, has begun hosting Ironman events making a name for itself as a mecca for triathletes (note my deliberate use of “mecca”). The area has now held several Ironmen including the North American Championship in 2014.
My wife and I have volunteered to help out several times serving as security, banquet server, and bike course monitors. We have also been happy to cheer on the sweaty competitors before we retire to our deck for a triathlon of cocktails. In all seriousness, our catbird seat has allowed for some interesting observations about Ironman or what I term an “event and achievement brand”.