Cool Runnings: A Fast Lesson in Brand Strategy
Christine Polite
Creative Strategist + Empathetic Storyteller ?? | Passionate About Social Change ? | Redefining Professionalism ?? | Cake Boss Alum ?? | T1D ??
The Winter Olympic Games begin on Friday, and my family is getting into the spirit. Last week, the kids learned all about Bing Dwen Dwen, the adorable panda who is Beijing’s 2022 mascot, and last night we watch a classic throw-back movie: Cool Runnings.
Cool Runnings, released in 1993, loosely tells the story of Jamaica’s first bobsled team, which competed at the 1988 Winter Olympics. Three Jamaicans, who failed to qualify as sprinters for the Summer Olympics, band together with a pushcart derby champion to form a 4-man bobsled team under the coaching of a disgraced American bobsled medalist and current bookie—Phew! It’s the ultimate set up for an unbelievable come-from-behind story.
But the ending isn’t as obvious as you might think. Yes, their story is one of triumph—but not in the form of a medal. (Spoiler Alert: The Jamaican bobsled team didn’t win, or even medal, in the 1988 Olympic games.) They are the ultimate heroes because they make themselves, their families, and the entire country proud.
But here’s where I got it wrong: In my foggy memories from the 90’s, I always remembered that they triumphed at the end because they tried hardest, persevered, and didn’t give up. But upon watching again last night, I realized there was one important factor that I’d forgotten about.
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It wasn’t just about skill and determination—it was about staying true to themselves. In an impassioned speech, Sanka, the misfit, pushcart driver of the group, reminds the team that they need to find their own style. He tells the team leader, “I didn’t come up here to forget who I am and where I come from… and the best I can be is Jamaican.” Wise words.
When we’re trying to succeed—whether it’s in sports, marketing, or anything in between—it’s easy to get consumed by what others are doing to be “the best.” But, as Cool Runnings, reminded me, “the best” for any team or company needs to be unique and true to their own mission and values. We need to lean into what makes us different (pun intended), to help us stand out. It’s only by embracing who we are that we will ever succeed. ?
Feel the Rhythm! Feel the Rhyme!