The Power of Positioning
Monday, June 21, 2010 at 6:25AM 
by Walt Carvalho
Graeme McDowell won the 2010 US Open, while wearing Callaway Golf’s latest headwear design. Brand placement is powerful and many times it happens without the viewer even realizing its existence.
It’s quite simple. Callaway Golf decides on an identifier, such as Graeme McDowell, who they pay to wear their apparel and headwear as well as getting his endorsement by him using their equipment.
Visibility is the key. The positioning of this information always determines outcome.
As Callaway Golf releases their new line of headwear, Graeme McDowell by simply wearing it in competition, validates it as a fresh, new and acceptable option to what consumers have been using previously. The strategy really pays off as Graeme reaches the top position in the tournament. Every shot he takes exposes the brand to new exposure.
By winning the US Open at Pebble Beach this week, Graeme McDowell became a good choice to carry the message for Callaway Golf.
You don’t have to win the US Open to find the positioning to create dramatic growth in your brand. Properly designed video content presented to an eager audience can present desired results.
The world is now at your fingertips.
Get Creative. Get Social.
Photo: Callaway Golf
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