Callaway Tees Up a New Marketing Play

From time to time, a story will hit the newswires that seems so bizarre on the surface, that you immediately check your calendar, just to make sure it isn't April Fool's Day. It seems there have been more of those instances than usual the past few years, and they typically bring bad news. But the headline that grabbed my attention late last week had to do with Callaway Golf (ELY), a company I've been a champion of for the past couple of years, and one that has been disappointing nearly every step of the way.

Last Thursday, the company announced that it has appointed Justin Timberlake to be the company's Creative Director, a position that was created specifically for him. Yes, that Justin Timberlake, the talented musician and entertainer who has won both Grammy and Emmy awards. His music certainly isn't my cup of tea, but the guy is extremely funny; if you've ever seen any of his Saturday Night Live appearances, you know what I mean. This guy has talent and I'm hoping that it extends to marketing golf clubs....324 more words left in this article. To read them, just click below and try Real Money FREE for 14 days.

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