Lucky Number 8
I am absolutely amazed by Michael Phelps’ performance at the 2008 Beijing Olympics. But am I the only one that sees the enormous marketing potential for western businesses courting the growing Chinese middle class? Not only did Phelps break a world record by winning the most gold medals at an Olympic game as well as the most career gold medals, he won EIGHT GOLD MEDALS!
The Chinese are a traditionally superstitious people, and the number 8 has a great deal of significance to them. The Mandarin word for 8 sounds like the word for “prosper” or “wealth”. In fact, Chinese merchants spend a great deal of time and money trying to get phone numbers with as many “8′s” as possible to insure the prosperity of their business.
There will certainly be a great deal of competition between companies trying to secure Phelps’ as a spokesman and/or sponsor – in the west. But will western companies realize the special significance of his accomplishments in China and to the Chinese people?
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