What Is Your Perception Of Wilson Golf?

Who Is Wilson Golf. . .Today?

Behind the scenes at MyGolfSpy we have a lot of long (very long) conversations and debates about the industry.  One of these days we just might have to create a show built around all the things that are said.  Think “Mike and Mike In The Morning” but much more…well…un-filtered.  The golf companies might not be too fond of the show…but I think readers would enjoy it.   It’s raw, opinionated, authentic, funny and honestly entertaining.  We talk about all kinds of things and you never know what will spark a debate.  One of the debates that has been discussed over the past couple years has to do with Wilson Golf and the perception consumers currently have of the brand.

You know, it’s unfortunate that a company who has succeeded for almost 100 years making golf equipment can’t still thrive off their past accomplishments.  It would be nice I guess…but unfortunately thats just not the way it is anymore.  We’ve become a society who only cares about one thing.  A thing Eddie Murphy so eloquently stated on stage some years ago…”what have you done for me lately?”  And since times have changed and this is how we now gauge the success of a product and the prosperity of a brand…many golfers are wondering the same thing when it comes to Wilson Golf.

Who is Wilson Golf today? And what have you done for me lately?

Wilson Golf’s – Big Problem

In my opinion Wilson Golf has a problem on their hands.  And that problem is directly related to their past (vs) present perception by the consumer.  They have one of the most historic brands in the industry.  But then again so did companies like MacGregor, Hogan, Nicklaus, Tommy Armour and Powerbilt…and unfortunately for many golfers we all know what has become of those once prominent names.  Which raises a couple questions instantly for me:  What are they going to do to change the current perception of the Wilson golf brand?  Are they trying to go away from their heritage with a new branding style or stick with what got them here?  Who/What Is Wilson Golf in 2012/2013?

What Is Consumers Perception Of Wilson Golf?

Now before I get to my opinion of the Wilson brand I thought it would be a good idea to ask our readers what their thoughts were.  So we went to Facebook and simply asked golfers:  When you think of Wilson Golf (currently…not their history) what do you think about? And here were some of their responses:

Perception (vs) Reality

I deal with golf companies everyday…and over time you get a sense of not only what the consumer thinks of a brand but sometimes more importantly what the actual company and its employees think of themselves.  Sometimes the comparison is one and the same…other times they couldn’t be further from one another.  And then every once in a while you’re simply left scratching your head, not knowing for sure if the company really knows who they are any more or even what they want to be moving forward.

And to be bluntly honest…for the past few years that’s how I have felt about the Wilson Golf brand.  Now this doesn’t mean that I don’t think they have a great group of talented men and women working for the company and ones capable of taking on the juggernauts of the industry.  Because I think they do.  But in my opinion if they want to take on the big guys relative to putting out product sought after by golfers of today there are more than a couple things that need to change.

Wilson Hires Ex-Adams Golf Designer For Change (Hopefully)

One of those changes in my opinion needs to be a complete overhaul and re-vamping of their product line & designs.  And I think at least in theory they have begun to address a portion of that issue by bringing in the ex-Director of Product Development at Adams Golf by the name of Michael Vrska.  He actually worked for Wilson between 1999-2002 before working at Adams.  So kind of a coming home party of sorts for Vrska.  I think he brings something to the table that they are currently lacking in their designs…and it is an intangible not many other designers have…creativity.  But, time will tell if this change can make a difference.  I just hope their open to change and don’t pigeon hole the creative process by being blinded with their past successes.

Who Does Wilson Want To Be?

Right now Wilson puts out some very under-rated players irons although the company is being branded and marketed as a hackers brand in many consumers eyes.  Well at least if you look at their ads.  And their ads while good, might be the wrong right message for the brand.  I’m not saying you can’t make a name for yourself in that category, but I and many others would agree that they need to go back to being known for what they were always known for…and then you can start to focus on the other sectors.  With a more complete players (lower handicap) line-up which would include a competitive driver design, more marketable wedge line, putters golfers want to bag again, some more visible technology and aesthetic curb appeal they can once again become a brand golfers are proud to say they have in their bags.

Right now they just seem to be a brand “Lost In Translation”, their here, there, kind of everywhere.  The first thing I think this brand needs to do is decide who they are and what they want to be…then build around that vision.  They already have what so many others could only wish for…and that’s the name, the designs, the history & the wins.  So my advice to them would be put simply, “Be the same, but be different.”  It will definitely be interesting to see what happens with the brand over the next couple years.

Your Opinion About Wilson?

We could go on for hours about all the things we think Wilson Golf could be doing to get back to the top but I want to hear what you have to say.  Wilson Golf is an iconic brand, with tons of loyal followers from past generations.  But today’s generation of golfers I think have a much different opinion…so let’s hear from both.  Let us know.

• What is your current perception of the Wilson golf brand?
• What do you think they should be doing to get back to the top?
• Should they go away from their heritage with a new branding style or stick with what got them here?