• 2018-07-18

You are nursing a frosty pint in a noisy Scottish pub called the Dunvegan, listening to a retired IBM executive admitting how emotional it felt during his first time at The Old Course.Murray described it as being "ferklempt" - a Yiddish phrase that captures how it feels to be so choked up as to be unable to speak. Just for the record, this Colorado businessman is a detail-oriented, data-driven, logic-based individual with decades of experience built on an intellectual foundation of computer sciences and math. In other words, Murray and "sentimentality" don't often mix.

Would it surprise you to know that attracting legions of loyal customers like Mathematical Murray has little or nothing to do data, evidence or cold hard facts? 

The deep emotional bond experienced by Murray from Denver is similar to what has been felt by legends like Bobby Jones, Arnold Palmer and Jack Nicklaus; equally enthralled by a magical, windswept pasture that draws millions of visitors from all over the world. Not just another 18-hole golf course, this is hallowed and sacred ground where tradition, honor and dignity still matter.

If you want to create an irresistible brand that inspires customers flock your way - without dickering on price - you would be hard-pressed to find a better example to study. In many respects, The Old Course at St. Andrews offers time-tested, universal insights for any business to organically attract lengthy, daily lineups of giddy customers; eager to pay top dollar for the privilege. 

Raving fans and global ambassadors who also purchase tens of millions of pounds worth of ancillary merchandise and keepsakes speak to the value of learning how to entice a heavy volume of inbound business. 

Take a stroll across iconic Swilcan Bridge, go walking about with your imagination and take AN OLD COURSE ON BUILDING A LEGENDARY BRAND on this edition of The Reinvention Chronicles.

    This is the origin of the game, golf in its purest form, and it's still played that way on a course seemingly untouched by time. Every time I play here, it reminds me that this is still a game.                         ARNOLD PALMER

p.s … Considered to be the "home of golf", The Old Course at St Andrews has a history that dates back to the early 15th century. Golf was becoming increasingly popular in Scotland until 1457, when King James II of Scotland banned the sport because he felt young men were playing too much golf instead of sharpening their archery skills to be ready for combat. The ban was upheld by successive monarchs until 1502, when King James IV became an avid golfer himself and permitted the sport to flourish once again. In 1955, my Scottish father was a boy of 16 when he stood on the 18th green at The Old Course and watched Australia's Peter Thomson sink the final putt that won the 84th Open. The 147th Open is being held this week at Carnoustie with the 150th Open slated to return to St. Andrews in 2021 where it will serve once again as a host to some of the sports greatest moments. 

Creative Common image from Paul Birrell and Danny Calder

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