Lexicon® Blog

Can the Right Brand Name Actually Create a New Category?

In Branding, Business, Naming, Sports, Trademarks on November 29, 2010 at 11:12 am

Can the right brand name actually create a new category? Consider the case of Callaway’s Big Bertha® driver.

By the late ’80s, the golf club industry was drifting towards a commodity-like industry. Most companies offered similar products and new introductions concentrated on minor improvements and relatively minor claims.

Big Bertha driver

The driver that changed the game

In 1991, Callaway introduced the largest driver ever made — Big Bertha — a stand-out name with attitude. Big Bertha was about hope and power (mostly hope). Within three years, Callaway’s profits had increased five-fold to $250 million.

There is no question that the name made the launch of the line far more efficient and dramatic than if it had been called Callaway Big or Callaway Large or Callaway Pro.

Big Bertha put Callaway in a whole other league. As an avid golfer, I had to have one and so did just about everyone else out on the links.

Oversized clubs are now a major category in the golf world and you can’t argue with the club’s promise of performance and its dramatic style. Big Bertha got golfers’ attention, generated excitement, and let Callaway deliver the message.

Next time someone tells you that brand names aren’t strategic marketing tools, tell them the Big Bertha story.

— David Placek

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: