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

1. What Drives You? Exploration and Development of the Brand Platform September 9, 2003

5. Core to the Strategy MUST HAVE ALL THREE TO MAXIMIZE POTENTIAL AND REACH $1 BILLION Communications: Creates BRAND preference GOLFER ASKING FOR TAYLORMADE AN EMOTIONAL BOND Current: No brand preference Tour Usage/Dominance: Creates PRODUCT consideration VALIDATES PERFORMANCE IT WORKS Current: Built business on this-must protect In-store: Creates PRODUCT preference THE SALE Current: Need for improvement WHAT DRIVES YOU? BEST PERFORMING PRODUCTS INNOVATIVE PRODUCTS TO FUEL YOUR PASSION PLUS PLUS “ TaylorMade provides golfers who are driven with the best performing golf equipment to fuel their passion.” TaylorMade sells brand Trade sells product

9. Golf’s Best Customers AVID GOLFER 25+ rounds/year Avg. 69 rounds/year CORE GOLFER 8-24 rounds/year OCCASIONAL GOLFER Less than 8 rounds/year Avid Golfers & Golfers Who Spend $1,000+ Annually Represents: 35% of All Golfers 80% of Golf Spending Primarily Better Golfers “ DRIVEN”