Branding – The Evolution from product to company branding
Company or event branding starts with product branding. The Masters began with the golf course (the product) and has grown into a totally branded, prestigious event (the company).
The functional quality of the product is critical to branding. The product must perform exceptionally well for the intended purpose. The golf course in Augusta is not the most difficult, but it performs well and always creates a competitive event. The quality of the course has been paramount and includes high technology drainage systems as well as subtle layout changes to insure the required difficulty for world class players.
"Best in class" quality means different things to different people. One common theme is customer interaction, which is primarily a function of the team. Delivery performance, packaging, paperwork and communication are parts of quality, but the best differentiator is your talented, passionate business team. Maximizing the positive customer interaction through your people is the best contributor for long term, continuous company branding.
"The Masters began with the golf course (the product) and has grown into a totally branded, prestigious event (the company)."
An aura of mystery is a very effective way to cement your brand. The mystique can be about both the product and your company. The Masters has perfected this enigma to enhance their brand. Examples are ticket availability, club membership and television coverage. All of these elements create and bolster the allure of the brand.
Be aggressive, have a flexible strategy, pay attention to the details and focus on the compelling story for your brand. As Arnold Palmer once said “The road to success is always under construction.”