Posted by Mark J. Miller on February 16, 2012 10:21 AM
Before Tiger Woods came on the golf circuit and livened things up on and off the course, professional golf was decidedly unhip. The Professional Golf Association wasn’t exactly known for getting involved in anything that might have been labeled “young” or “cool.”
Times have changed, of course. Tiger’s star may be fading, but the PGA isn’t planning to give up all those new markets that Woods and friends opened up for the organization. The PGA wants to keep that young, vibrant beat going. And it’s using social media to help. This week, the PGA Tour got its first branded Twitter hashtag, #driverlove, which is being worn on the hats of players at the Northern Trust Open in California, as Mashable notes.
#driverlove tees off on golf gear manufacturer TaylorMade’s “larger campaign that plays off the special connection that some players feel with their clubs.” The brand's driverlove.taylormadegolf.com microsite is showcasing fans' tweets and twitpics of their beloved Taylor drivers using the #driverlove hashtag.Continue reading...
Posted by Shirley Brady on January 3, 2012 05:41 PM
US auto sales for 2011 face boost by year-end holiday advertising, as global auto sales rise on Chinese demand.
Apple TV rumors generate biggest buzz heading into CES.
Bakon Vodka goes mobile.
Ben & Jerry's slated as first Facebook sponsored stories ad in users' newsfeed.
Benetton takes edgy Unhate campaign to Tripoli.
Bentley sells more cars in China than UK.
Better Business Bureau tops its own scams of the year list.
BlackBerry-maker RIM reportedly identifies replacement for co-chairmen as analysts fear the worst.Continue reading...
Posted by Dale Buss on December 6, 2011 03:07 PM
Back in the day, you didn't need to hear a last name to know who "Arnie" was any more than you now need one to know who "Tiger" is.
But these days, nearly six decades after a young Pennsylvanian named Arnold Palmer stormed to his first major victory in the 1955 Canadian Open, arguably even more Americans know who he is and have some idea of his engaging, larger-than-life persona. Now, that's personal branding with longevity.
Even as the young-golfer phenom, Woods, begins to restore a brand that he badly tarnished — Palmer, at 82, remains not only relevant to consumers but about to embark on an overhaul of his brand and associated properties to make him even more relevant to today.
"We're at a crucial point in Mr. Palmer's career," Cori Britt, VP of Arnold Palmer Enterprises, told Ad Age. "We're looking forward to ensuring the Arnold Palmer brand is positioned for success 20, 30, 40, 50 years from now."Continue reading...
Posted by Mark J. Miller on December 5, 2011 12:01 PM
Soon after Tiger Woods had his fateful car crash during Thanksgiving weekend of 2009 that led to the world discovering that he had cheated on his wife with a dozen women, if not more, his golf tournament, the Chevron World Challenge, was to be played.
As Woods attempted to figure out if there was a way to save his marriage and good-guy public image that he had just destroyed (evidently, there wasn’t), he decided to not play in the event or any other for some time. Chevron, amazingly, stuck with the event since then ... until Sunday, when the brand announced that it won’t be back next year.
The news comes just after Woods, a winner of 14 major events in his career, brought the competition a boatload of PR by making it the first golf contest he’s won since his infidelities became known (and his 2009 Australian Masters victory).
And he took the 2011 Chevron World Challenge title the way he used to as well: in grand style. He was down a stroke with two holes to play and somehow found a way to work his way back for the win. Last year, he had a four-shot lead that he couldn’t hold onto. Things were different this time around.Continue reading...
Posted by Dale Buss on December 5, 2011 09:02 AM
Arnold Palmer re-brands for a generation who never knew the golfing legend.
Audiovox rebrands to Voxx International.
BlackBerry-maker RIM warns about profit outlook.
BMW and Mercedes-Benz race to the wire for 2011 luxury-sales crown in U.S.
Boeing takes its Dreamliner on a "world tour."
Chick-fil-A spat with t-shirt maker hits the New York Times.
Corona brings beach experience to London.Continue reading...
sports in the spotlight
Posted by Barry Silverstein on October 6, 2011 06:00 PM
In the professional sports world, it's pretty easy to identify who's up and who's down by whether they win or lose. But when it comes to the actual value of a sports brand, winning has a different definition: It's based on the revenue a sports team or an individual athlete generates.
Forbes magazine has been analyzing the value of sports brands for three years now. The latest edition of the "Forbes Fab 40" values the top ten names in sports in four distinct categories: athletes, teams, events and businesses.
Leading the list of money-making athletes is the famous (and more recently infamous) Tiger Woods, whose brand is on the comeback trail with this week's major endorsement by Rolex.Continue reading...
Posted by Mark J. Miller on October 6, 2011 02:01 PM
Before pro golfer Tiger Woods had a bizarre car accident outside of his Florida home late in 2009 and it was discovered that he had a slew of mistresses, which led to his divorce (and him handing over $750 million and custody of his kids to his ex-wife), he used to make quite a few bucks just smiling for the camera as well as using or wearing various products.
Woods made about $90 million annually through such corporate sponsorships as AT&T and Gillette and a major chunk of that disappeared when the sordid facts of his various affairs began to leak out. Since then, of course, Woods hasn’t won a big tournament and has fallen out of the top 50 golfers worldwide list for the first time since 2006.
But his corporate-sponsor comeback is now underway. Sure, he signed a deal to represent a Japanese muscle-rub company earlier this year, but now the big names are starting to come out. Well, OK, one big name: Woods has just signed on to rep Rolex, marking the return of the luxury watchmaker and A-list brands to Team Tiger.Continue reading...
Posted by Shirley Brady on October 5, 2011 05:55 PM
Microsoft eyes Yahoo bid, Reuters hears.
Apple red-faced as new Siri feature sounds like 'buttocks' in Japanese.
British Airways ramps up London 2012 sponsorship.
Ford joins Boxtops for Education.
Groupe Aeroplan changes name to Aimia.
Pantene signs Liv Tyler for new campaign.
Tiger Woods brand rebounds with Rolex sponsorship.
Wheaties selects a new NASCAR driver to sponsor.
Yum! Brands charts turnaround for Taco Bell.