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Commonwealth Games Using Brand Values To Avoid Olympic Shadow

Gold Coast Commonwealth Games Corp. Communications & Public Affairs Head Marcus Taylor said that the Commonwealth Games is "attempting to differentiate itself from the Olympics" by appealing to its community-based "brand values," according to Josie Tutty of MUMBRELLA. Taylor added that the Commonwealth Games is "drawing on a full suite of community, equality and sustainability-based initiatives for Gold Coast 2018 in order to reposition the brand within the sporting landscape." Taylor said, "We're talking about an event that's more than putting on sport and selling tickets, it's actually about changing the environment and the community around it." For '18, the Commonwealth Games implemented several community and equality-based initiatives including a "more inclusive" para-sports program, along with a reconciliation action plan intended to "deliver tangible benefits for the Aboriginal and Torres Strait Islander peoples living in the communities surrounding the Games." Taylor: "The big thing for us was to actually go out there and say, 'We are not the Olympics.' We don't really want to compete with the Olympics. We know where we sit in the sporting landscape and we'll own that space" (MUMBRELLA, 6/24).

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