WHAT THE FRENCH OPEN CAN TEACH BUSINESSES ABOUT BRANDING: The Ten Key Lessons Every Marketer Should Know

Improving one’s brand identity is indeed one of the greatest challenges marketers have. It is for this reason that they’re constantly on the lookout for approaches on how they can capture the attention of customers without them being overfamiliar or overwhelmed. Looking at how the French Open created their audio brand and how they have managed it since its launch can help marketers improve the effectiveness of their overall branding efforts – even when they don’t have an audio brand.

Professional sporting events, like businesses, have a wide variety of audiences, stakeholders, touchpoints and channels, and are fighting to stand out and win the hearts and minds of their audiences. This holds true even when they have a unique and beloved product. Like business marketers, sports venues and events struggle in unifying all of their communications, so they convey the same personality across all of their touchpoints and platforms but with enough flex in their voices to meet the audience’s specific needs in a particular moment. And like businesses, they experience the common dilemma of keeping the brand fresh year after year while building the recognisability they can only achieve by the long-term consistent use of branding elements.

While internationally recognised as the world’s top clay court tennis championship with more than three billion viewers across the globe, the French Open tournament experienced all