Have you ever played Nebraska Dunes Golf Course? How about CAVU Golf Club?
If you have, chances are you don’t even know it, because for 15 and 26 years, respectively, they were known as Awarii Dunes Golf Club and Naples Grande Golf Club. They are just two of the latest golf facilities to adopt new names in hopes of changing the way the world views them.
Why abandon names that have accrued potentially decades of familiarity – what ad wonks call “brand equity” – among golfers?…