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Associated Press
In this Friday, April 27, 2012 photo the facade of the Cafe Lympic is seen in Stratford, east London. One day, the small espresso shop near the site of the London Games was the "Olympic" cafe. The next day, it was the "Lympic." So where did the "O" go? The manager won't say. But it's more than likely the small business became another casualty in the battle against guerrilla marketers _ advertisers who try to associate their products with an event without paying to be sponsors. Protecting the Olympic brand is always a big job, and never more so than this year. Olympic organizers say the increasing sophistication of guerrilla marketers and the rise of social media are putting the five rings under assault in ways barely envisioned a decade ago.   (AP Photo/Matt Dunham)

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