Retailers Go For Gold By Evoking Olympic Games

by Wendy Kaufman, NPR

More than 20 percent of online retailers have referred to the Olympics in their promotional materials in recent weeks. But unless they're official sponsors, they can't directly use trademarked Olympic symbols or even the word Olympics. So many have had to get creative, using language such as go for the gold, podium or world-class to catch the attention of fans.

Broadcast Dates

• Morning Edition, August 9, 2012