It wasn’t that long ago, that we were telling our readers about the eroding marketshare of the Bridgestone Golf brand. From 2nd to 4th in golf balls in just a few years left a lot of their fans asking questions. The company that was in front of golfers, talking to them, seemed like a distant memory. Yet back in June of last year, a returning face, in a new role seemed to light a spark. Dan Murphy returned to the company, as CEO of Bridgestone Golf.
Those that follow this website know that we caught up with him at the PGA Merchandise Show in January to ask specifically about returning and the convention in general. During that show, the energy was high, the people were smiling., and it made us ask, was the brand back? That is not something that happens overnight, but we wanted more info.
As we walked into the doors of their headquarters in Covington, GA the vibe was already different. Greeted with smiles, rather than all business, you can tell instantly that the people in place believe in what they are doing. Only time will tell if the changes being done are the right move, and ultimately that is up to the golfer to decide.
The company had always had an identity. The people behind the scenes had an enthusiasm for that identity. BALL FITTING. They talked about it frequently. Years of data collection used in research and development to help make products. Touching golfers physically in a way that made you feel important. A brand that wanted you to play a better product, even if it wasn’t their own. Then it vanished, the identity that is. It was only about playing what others played, a message that was already being used by the industry as a whole.
We sat down with Dan Murphy for a candid conversation on not only the brand, but where they are going in the future.
The message is concise. The company wants to tell a story about ball fitting and do so with the best players in the world and the technology that the brand says is the best in golf. It wouldn’t be fair to say that the only reason for erosion was just on them. During that same period of time, multiple companies made significant efforts to help raise their product lineups. Callaway brought the Chrome Soft lineup with the tagline, “The Ball that Changed the Ball” and has continued to bring a fresh approach to both products and messaging.
Blaming only Bridgestone for Bridgestone’s losses would not only be unfair, it would be untrue. Yet during that downhill turn, the company was touting wins in sales, something that the core golfers picked up on relatively quickly. That all leads back to the present (and the future) and how the people in that office showed a side that we had not seen in a number of years. A positivity as a group. Goals that get met collectively as a team. Products that stand on their own and get people talking, and finally a tour staff that is incredibly visible.
As a group there is a belief that the brand is back. As a person listening to their thoughts on both the present and future, it would be hard to argue. Listening to Dan Murphy speak about the future makes you feel as though the clouds have parted and leaves a message that is both clear and concise again.
I always wanted to know more about how weather impacted the golf equipment industry. That was interesting.
I would have liked if you would have asked him about their marketing. the commercials are good as i saw them on the forum here, but their digital and website need work. i use the tour b because i like the product and enjoy supporting the GA company, so this is atleast encouraging.
big fan of the brand that switched two years ago to callaway. I really liked what Mr. Murphy said there and am going to give the e12 a try.
I’m not sure about the “ball fitting “, but I am willing to try the e12. Good article.
this was a really good story. i will watch the video later, but as a fan of bstone, i was glad to see the office seemed to change for the positive.
Good article and story. The video shows off a fun side to Bridgestone I have not seen before.
Im not sure this company will be around much longer. Following the story the last few years, their sales slipped a lot and have been passed by TaylorMade and Callaway. Srixon has to be close too. Now companies like Snell, Vice and Cut are all making products for less and Costco is in the game. While I enjoyed reading about their enthusiasm, and their CEO seems like a fun guy, its a hard market without really good story telling.
While I agree the market is a tough one, none of those companies have the visibility of Tiger Woods and love him or hate him, his ball on the green gets noticed (even more than his equipment I would argue). It will need a messaging refresh, or at least more of it, because the last couple of years have been down, but I would say the train is at least back on the tracks and making some headway.
Walking in and seeing people enjoy their jobs is the first step to any company making changes. Mr. Murphy’s take on the 1st quarter and beyond was different than I expected because I am not seeing any Bridgestone balls around the course here in Scottsdale, but maybe that is changing.
My fondness for Bridgestone is quite storied, and while my frustrations with them have been well documented over their ‘changes’ a couple years ago, this provides me confidence moving forward.
I really want to see that Bryson epson salt video.
A healthy and competitive Bridgestone is good for the golf industry. I will be following closely to see if they can regain the market share they let slip away.
Fantastic write-up and really is backed up by the video and Dan’s attitude. It’s awesome reading/hearing that it’s like a complete shift in culture and mood and that the people seem revitalized.
Excited to see where they go.
Great write up and interview, Dan is the right guy to improve Bridgestone’s presence in the industry, plus it doesn’t hurt to have Tiger on your team. That in itself speaks volumes about where Bridgestone is headed.