The Masters

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The Masters golf tournament began about 84 years ago. Before Tiger. Before titanium drivers. Before World War II. It has become the most famous golf tournament extant. The brand management of The Masters has been impeccable, with the exception of the diversity issues surrounding membership in the Augusta National Golf Club.  I’m told candy bars have to be packaged in green wrapper in case one accidently blows into the view of TV cameras. All wires are buried underground. Jim Nance. As much as the technology changes, as much as people change, The Masters remains the same: a venerable sports institution.

Consumer products Pilsner Urguell, Coca-Cola, and Tide Detergent have stood the test of time as brands – all through great brand management. It is yet to be seen, however, if tech companies will learn how to last. Bell Labs, perhaps the first (American) tech company, is still around but seems, to me at least, on its last legs. Bell Labs began as AT&T, then went to Lucent, which was bought by Alcatel and is now owned by Nokia. Not great brand management.

If Facebook wants to me more than Netscape and MySpace, it needs to put in play a long-term brand strategy.  People can’t live without Facebook. Now.  Brand strategy is important for service companies and tech companies. Facebook needs to step up.

 

Peace.

 

 

 

 

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What’s the idea with Nike? 

 

Check out this new Weiden and Kennedy commercial for Nike Golf, a wonderful piece of entertainment that will not only make you smile but it will get you thinking about The Masters, green, green grass, and morning dew. It should even drive golfers into stores. Good advertising makes you feel something, then do something. This one made me lol and write a blog post. 

 

Nike ads have always been good at getting people to “just do it,” and with Nike’s unfairly high share-of-market that’s been enough to keep them chugging.  When leaders pump the category they tend to win.  But leaders still need to make deposits in the brand bank and I’m not exactly sure, based on this spot, that I know why to buy Nike other than because Tiger does. And though that is probably reason enough for many, I’d certainly like to see some sly Tiger reference to the product here. Look down the shaft of his new wedge while walking into the locker room. Test the flex of the club… Something.

 

That said, this is still brilliant work. The music, sound design (whack, whack), editing and brief were nearly flawless. Peace!

 

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