Tag Archives for " Mizuno golf "

3 Brand differentiation. Is your message too generic?

Golf is one of those categories where brand differentiation is difficult. Clubheads are as big as they’re going to get, and every brand promises the same thing… Longer, straighter drives. High technology. And distance above all else.

This headline from a Cobra Driver ad sums it up: “Scientifically engineered for insanely long, straight drives.”

Sounds insanely generic to me. Why pay $50,000 to convey a message that applies to the entire category? You could literally insert the photo of any driver and no one would know the difference. Seems like a high price to pay for invisibility.

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