Third Annual Ranking of Tournament Brand Equity
The BAI helps determine the value of an event
In Analysis ‘The Players’ Ranks higher than the PGA, Again
Tour Championship by Coca-Cola Registers Less than 1% of Internet MediaBuzz
Austin, Texas. the Masters Weekend, April 2014 — The Open Championship has widened it lead over the Masters as the Top Golf Major in the Global Language Monitor’s third annual ranking.
The analysis compared the strength of affiliation of each of the currently recognized events (The Masters, The US Open, The Open Championship or British Open and the PGA Championship) to the concept of ‘major championship’. GLM then added the Players Championship and the end-of-the-season Tour Championship for comparison with the four recognized events. The Players Championship has solidified its position as the ‘Stealth Major’ again placing third in the ranking, ahead of the PGA Championship. To judge the impact of the Tour Championship, GLM put it into the mix but later eliminated it for consideration after it did not meet the minimum criteria for inclusion.
When compared to the 2013 analysis, the Open Championship gained some 40 points, the Masters and US Open remained strong at last year’s levels , while both the Players and PGA Championships finished with lower BAI scores. In 2013 the PGA finished about ten points behind the Players, while in 2014 the PGA lagged behind by about twenty points as measured by the BAI.
The BAI is an important metric to advertisers and sponsors since it helps determine the value of an event.
“Since 1860 The Open is the championship against which all future Majors would be judged. Now over one hundred and fifty-years later, we see that it is strengthening both its reputation and significance,” said Paul JJ Payack, President and Chief Word Analyst of GLM. Furthermore, it actually moved forward to a commanding lead in the ranking of Golf’s Major Championship. In spite of its elite field and generous purse, the end-of-season Tour Championship did not meet the minimum criteria for inclusion.”
In the early to mid 20th century, the Majors were considered to be those tournaments won by Bobby Jones during his historic 1930 season: the US and British Amateurs, the Open Championship and the US Open. Later Jones’ own tournament, the Masters, gained in importance as did the Western Open (considered a Major by many for a number of decades) as the British PGA fell from favor. As recently as 1960 there was no official recognition of the Majors, as such.
GLM ranks Golf’s Major Championships by Internet Media Buzz. For this analysis, GLM employed its proprietary Brand Affiliation Index. The BAI computes and details the relative brand equity of people, products or events based on the analysis of global discourse, providing a real-time, accurate assessment at any point in time. To do so, GLM analyzes the billions of pages on the Internet, millions of blogs, the top 300,000 global print and electronic media, as well as new social media sources, as they emerge.
A commentary on Tiger Woods (and Mickey Mantle) by Paul JJ Payack, the Global Language Monitor, Austin, Texas
For some time now I have been pondering the apparent decline of Tiger Woods.
Over his long career he’s been cut and measured against those of Jack, Arnie, and Sam (sometimes Phil) and, now, Rory, Bubba, and the other Young Guns.
But the comparison to which I keep coming back never played out on the links, or Amen Corner, or even on the hallowed grounds of St. Andrews or Pebble Beach, but on the barren ball fields of Commerce, Oklahoma and later on a particularly verdant patch of grass off the Major Deegan Expressway in the Bronx. Of course I am not writing of one of Tiger’s fellow golfers at all, but rather of The Mick, one Mickey Charles Mantle, of New York Yankees fame.
Both Tiger and Mickey achieved greatness at an early age, to herald the beginnings of long, illustrious careers — and both were destined for that type of glory, perhaps, never (or at least seldom seen) before. Both had peak performances a dozen or so years into their career, then they both continued showing flashes of brilliance, amidst the strongest of suspicions that their careers had peaked in their 32nd years. If their past were prologues — then their prologues had, indeed, passed.
I watched Mickey stumbling through those last painful years, tuning to the game every 20 minutes or so, to catch him lumbering from the batter’s box toward the plate, hoping against hope that he’d collect those few hits that would preserve a career .300 batting average, the last mark of greatness he had left to achieve.
Even then, I had done the math. If only he could finish this last season with eight more hits than his then-current pace he’d achieve his final, career capping goal, then vanishing before his eyes (and mine).
In that context, I have been watching, studying Tiger, since what might now be considered his consummate effort, playing virtually if not literally on one leg, gutting out one last brilliant effort high above the surf at Torrey Pines.
This is not to say that Tiger will never pass Jack in his long-sought goal, the grail of capturing his Nineteenth Major. But the story, like that of The Mick, has taken on many of the trappings of a neo-Greek tragedy.
He, like Mickey, heroes from afar, reach for (and attain) heroic status, they each evince their individual brands of hubris, exhibit an achilles heel (or two), engage in mortal combat with a cast of rivals nearly god-like heroes themselves.
For The Mick there was no Deus ex-Machina to intervene in the final act; for Tiger, the Chorus has yet to sing.
Most Recognized Word on the Planet: OK or O.K. or Okay
March 23, 2014. This week is the 175th anniversary of one of the great moments in the English Language: the old Boston Post newspaper printing the phrase ‘oll korrect’, in a bit of humorous wordplay back in 1839.
Earlier this afternoon, we performed a simple Google search for the word; the search returned some 1,200,000,000 references to OK. Not bad for a word no one is quite sure how to spell.
OK is now widely heard wherever one sets foot on the planet.
U.S. President Martin Van Buren (A.D. 1837–1841) was born in Old Kinderhook, New York. His nickname, Old Kinderhook, was incorporated into his re-election campaign slogan in 1840 (“Old Kinderhook is O.K.”). O.K. Democratic Clubs sprung up around the young nation. Van Buren was a founding member of the Democratic Party. (He was overwhelmingly defeated by the Whigs in his re-election attempt.)
Alternative derivations, since disproven, suggested that OK was from the Greek phrase ola kala for ‘all is well’ used in the shipping industry. Another, actually favored by president Woodrow Wilson, was that OK was derived from the Native American language of the Choctaw ‘okeh’.
However, what is well-documented is that the U.S. Presidential Election of 1840 catalyzed OK’s already growing usage and subsequent global expansion during the nineteenth and early twentieth centuries. After World War II, US hegemony cemented its global propagation.
As English became the world’s first, true global language with some 1.83 billion speakers, dominance of the software of the Microsoft Corporation further embedded it everyday use on the Internet. Some 80% of its computer programs that are ‘localized’ into native languages use the English word OK to assert completion or assent.
For good measure, the successful completion of a server response on the World Wide Web (of which there are billions every second) is defined as OK.
Now with the proliferation of social media, the word itself has further evolved with its shortening to the single letter, k.