It doesn’t take a brand strategist to figure out the appeal of Arnold Palmer. He was one of us.
Before Palmer, golf was a sport for the elites, like polo. It was birthed in 15th-century Scotland by kings and stayed that way until after World War II.
That’s when Palmer showed up. His personality, born from less than elite status in Latrobe, Penn., was outgoing and inclusive. He adopted the game following his dad, who wasn’t a member of the local country club, but the greenskeeper.
Arnold Palmer’s personality was so welcoming that he attracted fans to the game who had previously ignored it. They became known as Arnie’s Army, a version of a rebellion in the sport of golf. If you were part of that army, you identified yourself as a new wave of golfers and fans. That is, the rest of us.
His passion sparked a game that was not polite, a go-for-broke style that worked against the demure, chip-away-at-things style his forbearers played. That led to 62 PGA Tour wins and seven major victories.
He was a true pioneer and he will be missed.
Arnold Palmer embodied a brand of the people.
He was also the perfect embodiment of a brand. Many mistakenly believe brand is about what the company/product offers. “We do this,” “We do that” become the mantras of brands that find themselves in perpetual stagnation.
But brand that’s practiced to be persuasive is about the aspirational self-reflection we (fans, consumers) see in the brand. When we buy an Apple product, we “think different.” When we buy a Nike shoe, we “just do it.”
For fans of Arnold Palmer, the self-reflection was, in its own way, fighting the power: The common man taking over a sport that was previously hidden. Palmer’s down to earth personality played into that, but also the fierce way he played. As Napoleon said, “A leader is a dealer in hope.” That was Arnold Palmer.
Even the drink he invented, the Arnold Palmer, was a common man kind of drink. Who would have thought that iced tea and lemonade, the drinks you sip while sitting on the porch, would work so well together?
Yes, Arnold Palmer was great. He was a true pioneer. And he was one of us.