What's more of a sure thing than Tiger Woods making the cut? Tiger Woods wearing a red shirt on Sunday. Woods was wearing red on Sunday when he won the Master's in 1997 and POOF, a brand was born. And shortly thereafter, the aggressive, upward fist pump.
It's no wonder that when Nike decided to launch a new line of higher end golf products they decided to call it Victory Red. A color often associated with anxiety, fear, warning, and, well, Communism, is now the synonym for winning.
This can all be boiled down to a simple psych case of word association, but I also argue it's a principle of old fashion marketing. I could write an entire book about the Tiger Woods brand. After all, Tiger has his own section on nikegolf.com. He is the sole reason Nike got their golf brand off the ground and within a few years competed with the most established brands in the business. Tiger = pinnacle of golf success and Tiger = Nike golf. Dust off the cobwebs, do your basic algebra, and Nike golf = pinnacle of golf success.
Payne Stewart wore trousers and became the epitome of the game's tradition and rich history. Greg Norman is simply an aggressive player from Australia and became the Shark. In all cases, it's usually coming into success that creates the brand, and in part two of this post I will talk about launching a career using branding to garner success.
The truth is, the human brain is simple. The easier you can associate one item with a simple, positive message the longer the image will last.
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