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To some, Chicago may be just a city. But to others it's a brand.

Mark Mitten, senior vice president, marketing and legacy for the Chicago 2016 Olympic bid team, wants to link that brand to the world's premier sporting event.

Having the city host the games would create a legacy for Chicago and inspire new generations, says Mitten, who spoke at the recent IMX08 conference.

He cited the 1893 World's Columbian Exhibition, which enabled many people to rediscover the city after the Great Fire of 1871. Twenty-seven million people traveled to Chicago for the event, which boasted many firsts, including the introduction of the Ferris wheel and Wrigley's Juicy Fruit gum.

To win the honor of hosting, the city must brand itself and sell the idea that the Olympics aren't just Chicago's games, but America's games.

The host city will be announced Oct. 2, 2009. Chicago jumped a major hurdle last month when it was selected as one of the final four cities under consideration (the others are Madrid, Rio de Janeiro and Tokyo).

Next, the city will need to compile a 498-page “bid book” outlining every aspect of its plan to host the games. Then in the spring, the International Olympic Committee will visit Chicago to gather more information. The committee also conducts research to gauge U.S. awareness and support for Chicago's bid.