Brand insanity is the first event at the summer Olympics:

Britain flooded with ‘brand police’ to protect sponsors

Olympic security is in disarray, but organisers are taking no chances with corporate deals…

“…Wearing purple caps and tops, the experts in trading and advertising working for the Olympic Delivery Authority (ODA) are heading the biggest brand protection operation staged in the UK. Under legislation specially introduced for the London Games, they have the right to enter shops and offices and bring court action with fines of up to 20,000.

Olympics organisers have warned businesses that during London 2012 their advertising should not include a list of banned words, including “gold”, “silver” and “bronze”, “summer”, “sponsors” and “London”.