Brand Tone

Aspirational, passionate, authentic, confident, and knowledgeable, balancing golf performance seriousness with hockey fandom passion, focusing on story and emotion, and avoiding overly technical jargon.

Brand Values

• •Innovation and Creativity
• •Performance
• •Authenticity and Self-Expression
• •Sustainability
• •Passion for the Game(s)

Best Practices

• •Balance Novelty with Performance: Always acknowledge the unique, 'novelty' aspect of the product but immediately pivot to its performance benefits. Use phrases like 'Novelty meets Performance' as a guide to ensure the product is seen as both fun and effective.
• •Speak the Language of Both Sports: Use terminology that resonates with both hockey and golf fans ('light the lamp on every hole,' 'slapshot to success,' 'pure roll'). This reinforces the brand's authentic position at the intersection of these two worlds.
• •Emphasize Storytelling and Emotion: Focus on the personal connection a player has with their equipment. Talk about the 'legacy,' 'heritage,' and 'passion' embedded in a game-used stick. This elevates the product from a piece of gear to a piece of personal history.
• •Leverage Authenticity and Customization: Highlight the ability for customers to use their own sticks. This is a powerful differentiator. Frame it as an act of self-expression and a way to continue the journey of a beloved piece of equipment.
• •Maintain a Confident, Passionate Tone: The brand's voice should always be enthusiastic and confident. It is a guide, introducing a new way to approach a familiar problem (putting). This tone builds trust and transforms skepticism into curiosity and desire.

Social Perception

Initially perceived with skepticism as a 'gimmick' due to its 'Happy Gilmore' association, but often becomes highly positive after use, with users citing improved comfort, alignment, and control. It's seen as a high-quality, unique, and fun product, a great conversation starter, and the customization option is highly valued for personal connection and authenticity.

Copy Examples

• •Headline: Your two passions. One perfect putt. Body: You know the feeling of a perfect slapshot. The control, the power, the precision. We've brought that same confidence from the ice to the green. Introducing the Hockey Putter: where performance meets your passion.
• •Headline: From the Rink to the Green. Body: Every hockey stick tells a story. Of game-winning goals, hard-fought battles, and a love for the game. Don't let that story end in a garage. Send us your old stick and we'll transform it into a high-performance putter that carries your legacy onto the course.
• •Headline: It's Not a Novelty if it Sinks Putts. Body: Sure, it's a conversation starter. But the real magic happens when you line up your shot. Built with premium putter heads and the familiar feel of a hockey stick, our putters are engineered for a more natural, confident stroke. The only gimmick is how many strokes you'll shave off your game.
• •Headline: The Best of Both Worlds. Body: For the athlete who feels just as at home on a freshly cut fairway as on a frozen sheet of ice. The Hockey Putter is a tribute to your unique athletic identity. Express yourself without compromising on performance.
• •Headline: Stop Three-Putting. Start Playing Hockey. Body: Struggling with the yips? Maybe you're holding the wrong stick. The ergonomic design of a hockey stick shaft provides a more stable, intuitive putting stroke that helps you feel the line and control the face. It's time to change your game.