This document provides the ad agency's rationale for recommending a brand-centric approach to TaylorMade Golf.

1. “What Drives You”
Brand Platform exploration
With its What Drives You platform, TaylorMade recognizes and celebrates the unique
motivations that inspire golfers.
Rather than trying to establish a new emotional territory among consumers, “What
Drives You” leverages existing, deeply held beliefs about the game. When consumers
recognize these truths in their own lives, they will be inclined to connect with the
TaylorMade brand.
“What drives you” is as rich and varied as the motivations that drive golfers. Therefore,
the executional possibilities of this brand platform are virtually endless.
“What drives you” is unique in that it engages consumers to bring their own reality rather
than telling them what to think. By posing a question (“What drives you?”) we encourage
viewers/readers to stop and think. This should help to expedite the ‘connection’ with the
brand vs. an approach that dictates what it wants the consumer to believe.
This approach should also help to establish a strong sense of authenticity around the
TaylorMade brand. By embracing the values and emotions of golf, TaylorMade positions
itself squarely at the “heart of the game”.
It’s not about your stature. It’s about your love for the game.
We are of the game. Not above the game.
This platform favors better players, but does not exclude those who are early in the
journey.
TM understands the amazing “journey” that is the game of golf. We celebrate the golfers
who are part of a special community that embraces the emotions and values of the
game. And we proudly provide the tools to help you make the most of your journey.
“What drives you” is more than an ad campaign. It’s a way of thinking, feeling, behaving
and decision making. It is the emotional link which invites golfers to the TaylorMade
experience – both on and off the course.