Monday, June 2

PGA Tour Considering New Slogan

ACCORDING TO SOURCES, the PGA Tour is close to launching a new slogan and accompanying advertising campaign to replace the longstanding, “These guys are good.”

“The current slogan has served us well,” a Tour insider said on condition of anonymity. “But it’s time to re-position the product. We’re moving on.”

What about the brand equity accrued over the years?

“Very few of the world’s golfers are televised and collect a million dollars for winning a tournament,” he explained. “Of course, these guys are good. People get it.”

The new slogan process has taken months, beginning with an extensive agency search. The selected firm assembled a large in-house creative team and cadre of freelancers who have brainstormed thousands of possible slogans based on in-depth product and market research.

But at the 11th hour the apparent winner was rejected when it drew a lukewarm response in a series of focus groups.

It’s now completely out of the running, said the Tour source about the one-time favorite, “These guys are really good.”

The new favorite set for approval will take the Tour in a whole new direction and, in effect, re-brand the product. It’s the right time, noted the source.

“We feel at this juncture it’s critical to differentiate ourselves from other sports and reaffirm the integrity of our terrific players and great game.

“That’s why we’re truly excited about the launch of ‘These guys are drug-free.’”

−The Armchair Golfer


(This is an ARMCHAIR GOLF spoof.)

12 comments :

www.algarvegolftravel.com said...

why would they want to change the logo it is so well established worldwidefaro airport transfers and algarve golf bookings

Tom Blogical said...

Oh man...you had me hook, line and sinker until that last line. I felt like a Warner Brothers cartoon, when they turn into a giant sucker and change back again.

Good one!

Bobbio said...

If they really wanted to stir things up they'd go with....."These guys are gals."

OrlandoGolfBlogger said...

Or how about "These guys love what they do and they damn sure do it better than 99% of you losers..

Of Course you could probably paraphrase it "these guys love their job." :)

OrlandoGolfBlogger

Nottageek said...

Excellent!

American golf at the crossroads, another spoof here:
http://expectarant.blogspot.com/2008/05/waiting-for-goydos.html

Cheers,
Nottageek

RandomAdmirer said...

Good one! You got me sucked into it till the last line.

To keep the ball rolling ... "These guys are pros" ... to set them apart from any cons out there.

Phil said...

The PGA Tour's slogan has been precisely on target - these guys are good. Good, but not great, and that's a big reason why Tiger Woods is able to win as often as he does.

Phil said...

The PGA Tour's slogan has been precisely on target - these guys are good. Good, but not great, and that's a big reason why Tiger Woods is able to win as often as he does.

The Armchair Golfer said...

Thanks, all. "These guys are good" has held up well over the years, but it would be interesting to see what the Tour would do if they replaced it.

Golf Tips said...

Does that include John Daly?

How about, "Guys you wish you were."

Or my favorite, "These guys are better than you."

Golf Bet King said...

"These guys are good" sums up perfectly what i feel every time i see a long putt get sunk, a chip hit the pin, a 5 iron from the rough get to within 10 feet...maybe "damn good" but you can't realistically write that can you.

And the logo is truly iconic.

The world is moving fast, and so far golf has done suberbly well to keep up, so i trust the powers that be!

Dan said...
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