Many club leaders underestimate the importance of brand management with the belief that a logo, website and email constitute a brand. The fact is your brand is everything you do–and fail to do. A strong brand establishes a position to own in the marketplace and
Your brand is in everything that you do … and that you fail to do. When your club executes a terrific member-guest event, that is your brand. When your employees tell their friends and relatives how proud they are to work with you at the
Today, with the COVID-19 crisis affecting all organizations and, in particular, the social commerce of society, clubs are faced with a new challenge. The social and economic supports of a robust economy are eroded. How clubs react to the challenge, the decisions they make, and
The Army Navy Country Club (ANCC) could be compared to a powerful aircraft carrier cutting through the waters. First, it’s big. With an operating budget in the neighborhood of $30 million, it occupies about 500 acres, which includes two clubhouses—one is in Arlington, Va., and
Dormie Network is a quietly growing network of private destination golf clubs offering a unique membership to avid golfers who want access to top-rated courses with overnight accommodations. Dormie Network caters primarily to travelling business professionals interested in a national, pure golf membership. Its first
There are a few elite clubs that immediately come to mind when looking at championship golf’s rich history and traditions, and Baltusrol Golf Club is one of them. Just outside New York City, Baltusrol Golf Club is nestled at the base of Baltusrol Mountain in
The way your club ultimately communicates its brand is intertwined with how your club lives to its brand and fulfills its brand promise. Your club’s brand is different from your club’s mission. A club’s mission declares who it is, what it provides, at what value
One of the great things about private clubs is the interesting stories behind their founding. Rich histories abound, such as The Olympic Club in San Francisco springing from a small group of 20 or so people exercising in their backyards. To this day, it remains
John Stuart was the chief executive officer of the Quaker Oat Company throughout much of the twentieth century. Under his leadership the company mastered the art of selling packaged consumer goods to a growing mass market. Stuart understood the value of a brand. Who among
Earlier this spring, McMahon Group conducted a Pulse Survey of our industry to learn more from club leaders about the issue of branding. This targeted survey received 314 responses from clubs all across the world. Below are some key takeaways from the results: Strategic Planning