You may not even know how to hold a golf club, but chances are that you’ve heard of the Masters. And, chances are that you immediately see green when the Masters comes to mind. The beautiful foliage framing Augusta National, the perfectly manicured golf greens, the sought after green jackets, and all of the green money brought in year after successful year. (Aaron and Rick were fortunate enough to witness it first-hand this year.) Yes, the Masters is one of the most exclusive brands in the world (according to the 2006 Luxury Brand Status Index (LBSI) survey of Sporting Events, conducted by the New York City-based Luxury Institute and every detail is considered to ensure it stays that way.

You may remember back in 2003 when the National Council of Women’s Organizations put the heat on the Masters because of the absence of women members. The movement, lead by Martha Burke, failed to make an impact as only about 40 supporters gathered for the protest a half-mile from the course. But just prior to the event, the Masters went one step further to avoid controversy and to spare its sponsors the same pressure to force the addition of women into the private club. And as a result, pulled all advertisements from the tournament’s television coverage for two years. (Now that’s a serious financial impact that only a super brand could survive.) Still today, the Masters brand is as strong as ever.

So there you have an example of a major step the Masters took to protect their brand, and here are a few examples of some smaller steps:

• There is little or no advertising at the actual event aside from advertising of the Masters tournament itself. In fact, even at the vending stands you’ll find that they’re offering Masters branded cola, crackers, sports drinks, etc. Surprisingly, it’s priced at the unbelievably affordable price of about $2.00 for a hot dog. (That’s a cheaper hot dog than you’ll find at a River Dogs game!)
• Official Masters merchandise is sold only at the Masters golf tournament at Augusta National. (Nope, they don’t even offer the goods on the official Masters website.)
• There’s a waiting list of about 10 years to volunteer at the tournament. (I’m sure that there’s some serious volunteer screening involved as well.)

We here at {e} are striving to make our brand just as luxurious as the Masters brand. So don’t come knocking on our door wearing a Quiksilver emblazoned t-shirt and carrying a bag of Cheetos. Do come back in 10 years and we’ll consider opening our gates. (I’m sure you know that I’m kidding. Quiksilver and Cheetos and a few furry friends (also probably not permitted at the Masters) are exactly what you’ll find at {e} house studio on a normal day. Don’t forget to stop by and check out our new digs on Rutledge Ave.