Brand Tone

Aspirational & Competitive; Technical & Innovative; Authoritative & Authentic

Brand Values

• •Performance
• •Innovation
• •Authenticity
• •Passion & Competitiveness

Best Practices

• •Lead with Performance, Justify with Tech: Start with the benefit to the golfer (e.g., "More Forgiveness," "Faster Ball Speed"). Then, briefly explain the technology that makes it possible ("Carbonwood Face," "Inertia Generator"). This makes complex features accessible.
• •Leverage the Voice of the Tour: Consistently integrate your professional staff. Use quotes, testimonials, and "What's In The Bag" content to lend credibility and aspirational appeal to every product launch.
• •Speak the Language of the "Core Golfer": Use authentic golf terminology. Talk about "shaping shots," "sticking greens," and "gaining strokes." This shows you understand and are part of the community you're selling to.
• •Maintain a Confident, Authoritative Tone: Your copy should be declarative and self-assured, never passive. Use strong verbs and avoid hedging. You are the industry leader, and your voice should reflect that.
• •Turn Features into Feelings: Connect the technical specifications to the emotional payoff. A lower center of gravity isn't just a feature; it's the confidence a player feels standing over the ball, knowing they can launch it high and straight.

Social Perception

An Industry Leader in Innovation; A Premium, Performance-Focused Brand; Marketing-Heavy; Good, But Potentially Flawed, Customer Experience

Copy Examples

• •STRAIGHT DISTANCE. FROM EVERY SWING. The new Qi10 family was engineered for the optimal blend of speed and forgiveness. Welcome to 10K inertia.
• •The World #1 trusts P·7TW irons to deliver surgical precision when it matters most. Forged for the master, available to you. #TeamTaylorMade #IronsofChampions
• •Spin. Control. Versatility. Master Your Short Game.
• •Your weekend foursome won't know what hit them. The new P·790 irons pack tour-level technology into a player's shape for explosive distance with uncompromising feel. Stop admiring. Start dominating.
• •Inside The Kingdom: How We Built the Carbonwood™ Driver from the Ground Up | TaylorMade Golf