It seems the theme for Summer 2012 revolves around breaking through records. From the record-breaking temperatures here across the U.S., to the world-record performances across the Pond, people are taking notice.

However, some Americans and global Olympic watchers alike may not be as aware of the attempt to break from the record-setting handcuffs that have been placed on brands, athletes, and Olympics patrons by the London Organizing Committee of the Olympic Games.

As countries and countrymen across the globe have prepared themselves for the irreplaceable two-week span, the LOCOG will be keeping a close eye.

This year, the LOCOG has put into place a form of “Brand Police.” These “Police” are currently patrolling the shops and streets of London to try to prevent and punish any attempt at Guerilla marketing tactics by storeowners, athletes, and/or patrons. But seriously, Brand Police? It may seem justified, due to the recent value of the Olympics brand that Brand Finance has placed at $47.6 billion dollars. Coincidentally, worth more than all of its major sponsors—Coca-Cola, Acer, ATOS, Dow Chemical, General Electric, McDonalds, Omega, Panasonic, Proctor & Gamble, Samsung and Visa—combined. Ideally, what brand wouldn’t want a chance to take home a piece of that brand-exposure gold? (more…)