CASE STUDY
Nicklaus
Business Situation:
After decades of relying largely on his own play to externalize the Nicklaus Golf brand, Jack Nicklaus and his company were confronted with a difficult situation:
Personally, Jack was experiencing physical declines (hip replacement surgery).
His game was slipping – he was no longer winning tournaments or on the Sunday leaderboard.
In interviews, a tenuous relationship had emerged between him and the media.
Internally, there was discussion of how the future of the business should draw on Jack’s legacy.
Based on our extensive passion brand experience, the agency was tasked with conducting research, developing a Brand Fluency strategy and implementing a marketing program to address the situation.
Strategic Insight:
Immediately, our challenge was identified as transitioning from “Jack the Man†to “Jack the Brand.â€
Specifically, the Nicklaus brand had to be repositioned to succeed regardless of Jack’s play.
The repositioning had to be relevant in the U.S. and Asia - and would lead with apparel.
Driving the strategic foundation, extensive research was conducted across real golf fans and retailers vs. “golf industry gentry.â€
The work uncovered a universal desire in people to “touch the man.â€
Also identified emotions/belief suggesting there was increasing distance between Jack and his fans.
Three key decisions were made:
The campaign needed to close the gap between a hero and his followers.
People had to connect with Jack as a man in order to connect with Jack as a brand.
Multiple positionings would be needed to support the brand internationally, as it was used differently in different cultures (sportswear brand domestically; lifestyle fashion brand abroad).
Brand Fluency
Brand: Nicklaus
Brand What: Diverse equipment, apparel, footwear and related business lines (lead with apparel)
Brand Why: The chance to “touch the man.â€
Brand Promise:
Then I know you and you can call me Jack. (U.S.)
Life according to Jack. (Asia)
Results:
The campaign successfully repositioned the brand for future success.
Our work achieved annual licensed sales of $300 million in Asia and $200 million, domestically.
Successfully supported broader Nicklaus business enterprise with sustainable marketing position.
Evolved one of the most known personalities into a veritable brand, appropriately positioned to serve long-term business success.
Campaign:
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