The Integrated Marketing Team: Reinventing Maxfli Golf
IS IT POSSIBLE TO reshape the identity of a golf ball? The answer is emphatically yes, and Cheryl Swanson describes how. Maxfli used an innovative team approach that blended in‐house talent with consultants in advertising, identity, promotions, and public relations. The methodology was rich with pre...
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| Published in: | Design Management Journal (Former Series) Vol. 9; no. 1; pp. 53 - 59 |
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| Main Author: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
Oxford, UK
Blackwell Publishing Ltd
1998
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| Online Access: | Get full text |
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| Summary: | IS IT POSSIBLE TO reshape the identity of a golf ball? The answer is emphatically yes, and Cheryl Swanson describes how. Maxfli used an innovative team approach that blended in‐house talent with consultants in advertising, identity, promotions, and public relations. The methodology was rich with precise analysis and research, information that was carefully studied to distill a unique brand position and visual identity for Maxfli, one that ultimately gave a significant lift to the company's market share. |
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| Bibliography: | ark:/67375/WNG-W17K45TH-W istex:CE4C229BB9381EBF13CC8521612FD1EF145AE4D4 ArticleID:DREV195 CHERYL L. SWANSON IS SENIOR VICE PRESIDENT OF STRATEGIC PLANNING AT WALLACE CHURCH ASSOCIATES. A NEW YORK CITY‐BASED BRAND IDENTITY FIRM SPECIALIZING IN GLOBAL CONSUMER PACKAGED GOODS BRANDS. ObjectType-Article-2 SourceType-Scholarly Journals-1 ObjectType-Feature-1 content type line 23 |
| ISSN: | 1045-7194 1948-7169 |
| DOI: | 10.1111/j.1948-7169.1998.tb00195.x |