Good Good Golf made a really bad bad creative decision. (See what I did there?!) 😂

Good Good Golf made a really bad bad creative decision. (See what I did there?!) 😂

But the bigger brand question is what they do next.

I’ve been at the center of a national storyline involving a mistake made by a department I oversaw, while another department I oversaw was responsible for explaining what happened, why it happened and what we were going to do about it.

It’s BRUTAL.

But those moments force clarity.

Who are we as a brand?

What do we stand for?

And what does that mean to the people who support us?

If Good Good wants to be provocative and push boundaries, own that. But understand some people, major partners and retailers may not come along.

If they want to be a mass-market brand, the content probably has to evolve with the business.

They deleted the ad and apologized.

That’s crisis management.

What they do next is brand strategy.

Which path should they choose?

• Evolve the content, reduce the risk and pursue mass appeal.

OR

• Keep pushing boundaries, accept that some partners will walk, and go all-in on the core audience.