My own journey in golf has gone from young fan to junior golfer. From club employee (and drink cart server) to the first @PGATOUR social media manager. From single handicapper to rarely playing 18/72. I had the honor of serving as a keynote speaker at the @National_Golf_Foundation Business Symposium in 2022. My presentation was half dissertation, half love letter to the industry and game. It centered on fandom and how that stems from connection, trust and authenticity. How each personal experience with our brand (game/event/industry) can create ripples of affinity, or turn people away. Brands aren't built in conference rooms. They're co-created in the world with fans who add color, meaning, and story. I'm thinking a lot about that presentation now. I still believe in every word, story and data point shared on stage. So I pulled out the original notecards. These takeaways resonate for me now in response to Callaway Golf and Good Good Golf and their horrific advertisement. ...