Brand Naming: Get Happy
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In the movie Happy Gilmore, despite his on- and off-course antics, Happy was allowed to continue on the professional golf tour because he attracted a whole new crowd of enthusiasts. He represented a new approach to a traditionally closed sport and a way to expand its market appeal.
In 2005, Nike introduced the Mojo golf ball with the slogan "Get long. Get feel. Get real." This was a significant deviation from the status quo of names and descriptions targeted at the long time golfer. In an attempt to gain market share, Nike took a club from Happy’s bag by talking in plain terms and making the game accessible to the fat of the market – the high handicapper. Nike followed this up with the Juice in November 2006 ("ginormous and hugantic distance") and the Karma in November 2007 ("a little karma goes a long way").
Cool idea, but why don’t other manufacturers reach out to us hackers?
Well, now one has. Top Flite was the top baller until Titleist introduced the Pro V series in 2000. Since then their market share has free fallen and they were subsequently acquired by Callaway. In order to resurrect the brand, Callaway is attempting to transform Top Flite into the hacker’s performance ball with the introduction of the Gamer ("if you’ve got game, this is your ball") and the Freak ("it only cares about one thing – nasty distance").
Maybe more golf manufacturers should "get Happy".
Are there any other examples of markets taking drastic branding chances to reach out to new consumers?
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May 13th, 2008 at 9:36 pm
I’d settle for a ball that reacted well to my putter. Acquisitions that result in changes in direction are plentiful…in the scrapheap. At least in my industry. Barclays acquired Equifirst–a subprime lender–and now that lender is trying to re-invent itself as an FHA lender. Cerebus acquired Option One Mortgage with the company moving into the FHA direction. That move failed and the deal with HR Block fell by the wayside. Merrill Lynch acquired First Franklin, another subprime lender, from National City Corp. They tried to remold it and it failed and that actually led to the dismissal of the CEO of Merrill Lynch.
It seems to be an unusual and expensive way to reach out and re-brand. Unless, they prefer to have failed experiments not associated with their good names. The Bank of America transaction to acquire Countrywide is taking an interesting path. Stay tuned.
May 14th, 2008 at 5:11 am
Paul-
Your industry sounds like “Highlander V”. There can only be one.
Jeff