The running of the 39th Atlanta Journal-Constitution Peachtree 10k Road Race is
over, and as usual I didn’t win. But as a marketing man, I was struck by the
enormous scope of the event and the vast implications to the sponsor and to the city
of Atlanta.

If you listed some qualifications of a winning brand, this 10k has them all:

1. Total Awareness. You could not be unaware that it was happening.
2. Immediacy. TV cameras, helicopters, clocks, real-time energy.
3. Involvement. 55,000 citizen/runners, thousands of volunteers, untold
numbers of watchers and rooters.
4. Loyalty. The most frequent conversation starter as we waited to begin was,
“How many times have you done this?” Many answered, “At least 10.”
5. Good Will. Comrades all in a pilgrimage, a journey to the unknown. And
a lasting warm feeling.
6. Good planning and communication. It seemed like everything was thought
of.
7. Rewards and benefits. Self esteem, bragging rights, good health, fun. What
more could a brand offer?

Can an event such of this be called a “brand”? Well, it has uniqueness, longevity,
and dividends to the owners. It has a lasting value to the AJC, and to the whole
metropolitan area. If it were not continued, it would be missed.

Here are a few random observations that are probably related to branding:
1. I didn’t mind waiting. My group didn’t start until 9:00, but the fastest ones
began at 7:30 and were over before I began. I usually don’t suffer delays
gladly.

2. I didn’t mind walking a half mile from the finishing line to where I got my
rewards—a T-shirt and a banana. How many brands enjoy that kind of
forgiveness?

3. I identified with the participants. I felt part of a team, young or old, male or female. (I noted and don’t understand the proportionate lack of ethnic minorities. I do understand the scarcity of the obese.)

4. I felt good and righteous. Despite the fact that I trained and hydrated
according to instruction, my knees still hurt hours after the fact and I
vegetated the rest of the day. But I was proud, and resolved to do better
next year.

My only advice to the operators of the Peachtree Road Race is that it is not broken,
so don’t fix it. Tweak it a little. This brand is a treasure.