"Our people are our product."

The Brand Lady got off to a great start in her lecture to the assembled scribblers who dared to show up for her pre-ADT Championship press conference. Paragraphs of dialogue without anything to make fun of? 

But she's still the Brand Lady...

They say that every new beginning comes from some other beginning's end. So with that in mind, as we come to the end of our 2007 season, we deliberately chose the ADT Championship as the first tournament to exclusively display our brand new logo, the LPGA's first new logo in 15 years, and one that truly reflects and celebrates the diversity, the global strength and the evolution of our brand.

This tournament and our logo both epitomize our commitment to a bold new look and to bold business, especially when you look at the LPGA has taken ownership of the ADT Championship for the first time. This year everything you see, from beginning to end, the LPGA is calling the shots. Another first, we are actually producing all nine hours of television that you'll see.

I don't know a lot about golf and television, but in general is that really something to brag about? Isn't it better when someone pays you to do the production?

As we acquire more strategic assets, the LPGA brand will continue to flourish. Last month's launch of our first-ever on-line pro shop opened for business. For those of who have not visited, LPGAproshop.com is part of a merchandising program that we expect will grow to be a significant revenue stream for the LPGA.

 Is that definition of significant like the USGA's?

Also located very closely to the media tent, not by accident, is our first-ever pro shop and merchandise shop, so please visit. You have all week.

Please, slingers in attendance, tell me that last sentence was said with a wink and a laugh? Oh how would you know, you had already made your way to the door shop 'til you drop.

All of these are signs that point to the strength of our product, to our members and to our brand. I want to thank you all for recognizing the talents and the attributes of our players and for sharing their stories with your readers.

Outside the world of golf, coverage of the LPGA could be found in airline magazines, Business Week, Newsweek. In fact, in mid-October Lorena was actually the cover story on the Latin American edition of Newsweek. One of our greatest strengths is the fact that we don't separate our people from our product. Our people are our product. The LPGA is an organization, and our members as individuals are not afraid to assume greater responsibility and to hold us all to a higher standard.

I wonder how many times she practiced that mantra in front of the mirror? Try saying "our people are our product." It isn't easy (on many levels). That's why she gets the big bucks.

Q. I think, Carolyn, you said that the LPGA was producing the TV for this week. What exactly does that mean?

CAROLYN BIVENS: It means that we hired a production company, Castro Communications, somebody we've worked with before. We've worked with the Golf Channel, with ESPN to get our production crew, accepted as the ones who would be producing and calling the shots.

We've done profile pieces on just about every woman who's competing here. Those will run periodically during the telecast. We are doing the production of everything. That means we are covering the nine hours of this tournament.

We've worked in combination with the Golf Channel and with NBC, but for the first time the LPGA will be guiding what is seen on television.

Gee and I was looking forward to watching some of this.

Gulbis Not Ready To Start Dressing Like Juli Inkster Yet

Craig Dolch asked Natalie Gulbis whether the shocking news of her rebranding was really true. Gulbis thankfully assures us that she will continue to show as much as humanly possible without revealing her most private parts and that news of her "rebranding" was premature.

“That’s not true at all,” she said of a story that originally appeared last week in the Richmond Times-Dispatch. “I haven’t tried to tweak my image at all. I’ve been proud of everything I’ve come up with.”

Gulbis said what happened is a PR person for a Richmond-based branding agency that produces her calendar, Circle C Studios, overstepped her boundaries when she said Gulbis was trying to downplay her sexy image.

And...

“My calendar is a lot of different shots,” she said. “It’s a golf calender (with) no glamour shots. We’re just trying to do something different. You can’t do the same pictures every time.”

Oh I don't know about that. Looking tan in a skimpy bikini?

Update on 2007-11-08 15:16 by Geoff

More good news, Brian Hewitt has official confirmation that the rebranding of Gulbis will not happen yet!

Gulbis Seeks To Shed Image As Hot, Athletic Babe

Thanks to reader Jeff for this Jeffrey Kelley story on the planned "rebranding" of Natalie Gulbis.

I know I say this a lot, but really, you couldn't make this up...

Natalie Gulbis, the 24-year-old golfer best known -- at least until recently -- for her good looks, will be rebranded by Circle S Studios.

A 2008 calendar and day planner designed by the marketing shop in Old Manchester follows Gulbis' first LPGA Tour title at the Evian Masters in France in June.

The blonde Gulbis has done calendars since 2004. Pictures in her 2005 calendar -- in swimsuits or dresses -- were deemed provocative by the U.S. Golf Association. Though it was criticized for overreacting, the USGA banned the calendar's sale at the U.S. Women's Open.

The 2008 calendar, by contrast, is all golf and pushes Gulbis' game face.

"With the original stuff, she was in a beautiful bathing suit, tights and things and that certainly got the attention of a lot of people," said Circle S President and Managing Partner Susan Hogg. "But we're trying to scoot it more to who she is and where she wants to take [her career and name] . . . and being a role model, specifically to young girls and women in general. That's the brand we're trying to portray."

What a great idea. This is beautiful:

Hogg described the company's work as "a refinement of a truer image of who she is. Sometimes the media can start to control your brand, and we're trying to take control of the brand."

Just put some glasses on her, feature calendar photos of her signing her scorecard or taking a lesson from Butch, and I guarantee you'll have control of the brand as it heads right down the toilet. 

Still, it's not as though the tall, blue-green-eyed Gulbis will leave the minds of the males who know her. "They're still beauty shots. She's an attractive, wonderful athlete," Hogg said.

Whew, I was worried.

Ah, more #@&%!#$:

"The calendar is just one element of how you get perceived in the marketplace, so we tried to step back and look holistically in terms of how is she being positioned" in public, Hogg said.

That's why they get the big bucks. Helps pay for the therapy when they decide to look back at their life accomplishments and see quotes printed like that.

The firm, which occupies a converted box warehouse, is putting together "a series of recommendations, a strategic marketing plan" to Gulbis' sports-marketing firm, Octagon, Hogg said. Circle S is considering new merchandise and interactive features on the Web to help cater to the female teenage demographic -- conveying an all-American girl who eats well, exercises and works hard. "That's how you rise to the top, instead of the sex symbol, which is how it started out," Hogg said.

And it isn't doing so bad is she?

"They are behaving as they please. Korea has become a chaotic place where violence reigns."

A follow up to the Korea golf tournament uh, riot, from the English edition of The Chosun Ilbo (I type that like I'm a longtime reader...LPGAFan apparently is):

On Sunday, around 500 spectators shouted curses and threw water bottles for about 50 minutes at a golf resort hosting an LPGA tournament in Kyongju. They demanded a refund of their entrance fees and transportation costs after the contest was suspended for a third day because of strong winds. One of the spectators even flashed an obscene hand gesture and verbally threatened a foreign golfer who had come out to sign autographs. Fearing for their safety, the LPGA golfers left the club in a hurry.

Contest officials say they were just following regulations when they delayed and canceled the matches because of sudden showers and lightning storms. The spectators who attend matches also know the rules. Those golfers will talk about the violence displayed by Korean spectators as they travel around the world. This is a tremendous embarrassment.

Both the unionists and the spectators have abandoned their sense of order and dignity. They are behaving as they please. Korea has become a chaotic place where violence reigns.

Whoa there. No, no...they just love their LPGA golf!

Hana Bank Kolon Photo Caption Fun

The Commissioner was present for Suzanne Pettersen's trophy ceremony, most impressive.

Wonder what's going through the mind of the dude on the left.

From The Golf Channel:

 

Angry Fans Mob LPGA Event Gates...

...really!

From the wire, and thanks reader LPGAFan:

Norway's Suzann Pettersen captured the US LPGA Tour's Hana Bank Kolon Championship at three-under par in Gyeongju in South Korea on Sunday.

And it might have been the easiest of the four victories she has had this year. The final round of the 54-hole tournament was cancelled due to strong winds, which the tournament officials said made some greens "unplayable" on the 6,270-yard course at Mauna Ocean & Golf Resort.

Balls would roll off the greens in the gusts, and the final round play was suspended at 9:15 a.m. local time (2345 GMT).

Libba Galloway, deputy commissioner of the US LPGA, told reporters that the tour tried to resume the play at 12:45 p.m. (0245 GMT), but after discussions with officials, players and sponsors, it was best not to continue playing.

An estimated 5,000 fans had gathered at the course, and some had to be restrained from entering the tournament headquarters in protest.

Perhaps they heard about the trophy ceremony, where the winner would don one of Natalie Portman's costumes from the Stars Wars saga.

 

Annika Turns Down Exemption Created Just For Her

That new exemption created for Annika Sorenstam to get into the Samsung? It looks like the LPGA once again was not prepared for the backlash.

Mark Steinberg, head of the golf division at IMG and Sorenstam's agent, said the Swede became concerned last week upon hearing that some players were told the top 18 on the LPGA Tour money list would get in to the event at Bighorn Golf Club in Palm Desert, Calif.

The rest of the field is comprised of the defending champion, four major champions, leader on the Ladies European Tour money list, one special exemption (Michelle Wie), and the rest coming from the money list.

"She didn't want the perception that she was taking a spot," Steinberg said. "She decided to do what's best for the LPGA."

This is also rather incredible regarding Michelle Wie's exemption: 

Wie, who has made only two cuts on the LPGA this year and just began her freshman year at Stanford, accepted the special exemption in March. This will be her fourth straight year playing the tournament.

If not for Wie getting a special exemption, the last spot in the field would have gone to Evian Masters champion Natalie Gulbis.

The Power Of The Swoosh?

What do these logos have in common? Why, it's a forward or upward moving swooshy kind of solid line. Can our graphics experts please fill us in if this is synonymous with a brand that's moving forward? Or just the same person designing logos for the PGA and LPGA Tour?

 

Update on 2007-10-04 05:17 by Geoff

Reader Rob reminds of a few more logos, and how I missed the mother of all swooshes...

  

LPGA Unveils Green-Haired, Yellow-Rumped Brand Vision

They've taken Tiger's old follow through, morphed it with the World Golf Championship and First Tee logos, and voila, leveraged brand equity is born...

DAYTONA BEACH, Fla., Oct. 3, 2007 -- The Ladies Professional Golf Association (LPGA) today unveiled its new logo, a contemporized version of its classic “swinging lady” mark. Working with SME, the world leader in strategic sports branding and design, the LPGA brought the vision of its dynamic future to life with a series of bold brushstrokes designed to stand the test of time.

“We designed a logo that represents the power, strength and athleticism of our LPGA athletes, and with the use of the bold colors, highlights our international membership and global business,” said LPGA Commissioner Carolyn F. Bivens. “This new logo underscores the changes in women's sports and the LPGA in recent years, and communicates the LPGA's bright future.”

That's not what I got from it. I got: why does she have a green ponytail?

The sleek new logo, which features an effortless, bold stroke-form of a female golfer, was designed to reflect the power, energy and contemporary lifestyle of the LPGA athlete. For the first time in the association's 58 years, the LPGA's primary mark will not be enclosed in a frame, representing a future with limitless potential.

Oh nice symbolism. And time for the traditional quote pile-on...

"Throughout the creative-design process, we sought a logo that offered a balance between the classic and traditional nature of the sport, but also captured the passion and drive of today's LPGA members," said Bill Susetka, the LPGA's chief marketing officer. "We also needed a logo that we could easily reproduce on merchandise, billboards and signage, and one that could carry its meaning to all points around the world. We've achieved this with our new logo."

"Of all the prestigious brand development assignments that we've been fortunate enough to work on over the years, the LPGA is among the most exciting," said Ed O'Hara, SME's chief creative officer and senior partner. "The new logo is a dramatic expression of the special and unique attributes of the brand, and truly symbolizes the LPGA's brand promise of showcasing the very best in women's golf."

And there's even more good news... 

Fans do not have to wait until the ADT Championship to catch their first glimpse of the striking new logo. A wide array of official LPGA merchandise and golf related items are available for the first time today via the LPGA's new online pro shop: www.LPGAproshop.com. A wide array of LPGA-branded apparel and golf-related items are now available on the Web site.

I think I know what I want for Christmas: the hat pin and hat clip ball marker combo platter. Though I wouldn't be upset if you got me a "These Girls Rock" hat too.

The logo redesign, the first since 1992, and LPGA Pro Shop launch are part of the organization's on-going branding initiatives that reinforce the LPGA as one of the world's most dynamic sports brands.

Just looking at the logo, I feel better about the LPGA already. 

On a serious note, it is an improvement. Seriously, it is. 

“Barb has always stood out as someone who epitomizes all that is good about the game of golf."

I make a point to read as many press releases as possible so that I can remain thoroughly jaded. Imagine my pleasant surprise at the Oregon Golf Association's announcement that Barb Trammell had been hired as their CEO.

You may recall that Trammell was the highly respected LPGA official fired early into the Biven regime for placing tournament rules over marketing priorities.  

The OGA release features the usual nonsense and stiff quotes from the parties involved, but what caught my eye were the two endorsements Trammell received in the official release.

David Fay, Executive Director of the USGA commented, “Barb has always stood out as someone who epitomizes all that is good about the game of golf.  She emanates class and integrity, and believes that the golf business, championship operations and the application of the Rules of Golf should be administered with the highest level of excellence.  I am particularly pleased that the OGA will be able to benefit from her wisdom and talent.”

Former LPGA Commissioner Ty Votaw, who worked with Trammell from 1999 to 2005, stated that Trammell is “a consummate professional who is respected throughout the golf industry.  The LPGA was extremely fortunate to have Barb Trammell working for it and I feel extremely fortunate to have had the opportunity to work for so many years with a person of such integrity and talents.”

There's something you don't see every day. The Executive Director of the USGA and a high ranking PGA Tour official endorsing a regional golf association hiring.

Their comments would seem to speak to the esteem others in executive circles have held for Trammell's work. And perhaps it's a statement about what other higher-ups think of Bivens' decision to fire her.

"From Day One, Bivens moved fast to reshape the LPGA. She replaced the exiting staffers with a team heavy on marketers and intellectual-property lawyers"

Now I'm sure that the LPGA Carolyn Bivens inherited was far from perfect and that as with any organization, some change was necessary. But if you believe BusinessWeek (and that's hard to do considering how they pandered to ranking partner ESPN), you would be under the impression that the LPGA Tour was a complete and utter disaster and that her initiatives have completely turned things around.

Is it me or does Dean Foust's breathless piece reads a bit too much like an official LPGA press release:

If you think the inauspicious start chastened Bivens, think again. The LPGA chief makes no apologies for rattling cages at the 58-year-old tour, telling more than one interviewer: "I didn't take the job to be voted Miss Congeniality." She sees her game-changing overhaul as crucial to making sure the players reap their fair share of the spoils from the growing fan interest in the LPGA. "There were a number of people invested in maintaining the status quo," says Bivens. "It would have been criminal not to change the business model. The value of the LPGA had changed exponentially, and the contracting and the fees hadn't caught up to that."

Ah the value. Of course.

The tour Bivens inherited was far from healthy. Since 2001, the number of tournaments had shrunk from 40 to 35, and interest among TV networks was so limited that the LPGA not only didn't receive rights fees but had to buy air time to broadcast. The tour couldn't even afford to provide health care or retirement plans to its players.

And that has changed?

Perhaps more important, the LPGA didn't control any of the tournaments on its calendar. That left it vulnerable to the whims of tournament operators. For example, in 2006, CBS decided to move the final rounds of the McDonald's LPGA Championship to early afternoon—a time slot that was clearly unpalatable to the tour. NBC was willing to air the tournament in a better slot for $1.5 million. But the tournament's owner opted for The Golf Channel, which cost much less—about $300,000—but could deliver only a quarter of the NBC audience.

From Day One, Bivens moved fast to reshape the LPGA. She replaced the exiting staffers with a team heavy on marketers and intellectual-property lawyers who could help strike better deals with sponsors, licensees, and networks. For players, she hired a "branding coach" to help enhance their marketability. What's more, Bivens gradually hiked the sanctioning fees charged to the tournament owners to $100,000, from the $10,000 or so many had paid—a fee that wasn't enough to cover the cost of setting up the course and providing weekend child care for players. That triggered a backlash among tournament operators, but many players backed Bivens. "In the past I think our leadership was in a position of wanting to please too much. She wanted to do things differently," says tour veteran Wendy Ward.

I always forget that all change is progress! Stupid me.

This was also curious, since the ADT started under the prior regime:

To that end, she has already gained control of the season-ending ADT Championship held in mid-November in West Palm Beach, which pays two-thirds of its $1.55 million purse to the winner (winners usually get 15% of the purse). That disproportionate payout upset some older tour players, but their complaints have fallen on deaf ears. One more reason Carolyn Bivens won't be winning that congeniality award anytime soon.

LPGA Tour Creates Another On-The-Fly-Exemption

You gotta love the Wild West of tournament operations, better known as LPGA Tour headquarters:

Annika Sorenstam will get another crack at the Samsung World Championship, but only because the tournament changed its criteria to allow an exemption for an active member of the Hall of Fame.

Sorenstam is a five-time winner at Samsung, a limited field of 20 players held at Bighorn Golf Club in Palm Desert, Calif on Oct. 11-14.

But she would not have been eligible this year under the previous guidelines that award spots to the defending champion, the four major champions of the year, the leader of the Ladies European Tour money list, with the rest of the field coming from the LPGA Tour money list.

Sorenstam is having one of the worst seasons of her career, missing nearly two months in the spring because of neck and back injuries. The 10-time major champion is 30th on the LPGA Tour money list and has gone more than a full year without winning.

In an effort to upgrade the event, tournament organizers decided to eliminate a criteria that has not been used in nine years - the option to offer an exemption to the U.S. Women's Amateur champion - and replace it with a spot for an active Hall of Famer.

Now that we know Michelle Wie's never going to win that or join the IMG roster of product! And as the story notes, this isn't the first time a new exemption was created to circumvent the previously announced setup.

The tournament created a sponsor's exemption for Michelle Wie in 2004, and the teenager from Hawaii made her professional debut at Big Horn in 2005. Wie also played last year and finished 17th, and she accepted another sponsor's exemption in March.

"Choking freaking dogs!"

From a reader, one of six rising up early enough to catch The Golf Channel's Solheim Cup morning play.

The first morning match sees the Europeans get back to all square at the 18th when Sherrie Steinhauer, with the U.S. dormie, misses from inside three feet. Europe makes the putt and gets the half point. Golf Channel goes to commercial and the music rolls but the commercial doesn't kick in. And in that moment of silence Dottie screams "Choking freaking dogs!"

Our observant reader also noted that at the next commercial break, "they cut out so fast that Brian Hammond almost didn't complete his sentence!"

Nearly makes me want to rise early tomorrow just to watch. Nearly. 

“Tournament competition is one of the most important and certainly the most visible area of our business."

Here's a newsflash from Daytona Beach:

Sept. 7, 2007 –Ladies Professional Golf Association (LPGA) Commissioner Carolyn F. Bivens has

 Excuse me, is the "F." new? Does have more brand gravitas, I must say. Sorry, continue...

announced that Jane Geddes has been promoted to LPGA vice president of competition, effective Sept. 1.  Geddes recently held the position of senior director of tournament business affairs.

One vice president added, just 700 more to catch the PGA Tour.

“I am pleased Jane will assume a leadership role in the area of LPGA competition,” said Bivens.  “Tournament competition is one of the most important and certainly the most visible area of our business. 

And here I thought streaming upward brand dynamic models was the most visible area of LPGA business.

It not only impacts the LPGA players who compete week-in and week-out, but also impacts our fans and sponsors attending the tournaments, as well as the online and broadcast experiences.  Jane will lead our tournament officials and operations team, ensuring that the venues and the staging of events are optimal for maximum fan enjoyment and showcasing the very best golfers in the world.”

As vice president of competition, Geddes will oversee the selection and set up of all LPGA Tour golf courses and facilities, as well as the conduct of the competition, from the membership regulations process through the holing of the last putt.  She also will serve as the LPGA liaison to the recently acquired Duramed Futures Tour on matters regarding venues, competition and membership regulations.

Sounds like a job for about 9 people.

“I am excited about my new role since this is an opportunity to use my experiences as a player and, most recently, in tournament business, to further enhance the LPGA tournament experience for our players, our sponsors and our fans,” said Geddes. 

Today's key word: experience. How long before they start changing tournament names to the the ADT Experience?

We Love You Natalie! We Really, Really Love You!

Wow, I had no idea how desperately the golf publications were clamoring for a chance to milk a Natalie Gulbis win!  Golf World buried a PGA Championship preview for an action shot of Gulbis and all 6 feet of her legs. 

Meanwhile at golf.com's homepage you can't miss the soft core porn shots.

And I, being a total hit whore as much as the next blogger, am only posting this so that I can join in and exploit her smooth, tan, toned legs after this site welcomed 6000 new unique visitors in a three hour stretch yesterday thanks to Deadspin.

But just to show you I have standards, first, here is a teleconference call transcript helmed by Brian Robin. And second, to remind you what a first class operation this is, note that I did not not type the words "Natalie Gulbis nude photos" to attract hits from the inevitable 1000 daily unique Google searchers who truly have nothing to do at the office. Nope, I have standards.