au·then·tic? ?[aw-then-tik]

adjective
1. not false or copied; genuine; real: an authentic antique.
2. having the origin supported by unquestionable evidence; authenticated; verified: an authentic document of the Middle Ages; an authentic work of the old master.
3. entitled to acceptance or belief because of agreement with known facts or experience; reliable; trustworthy: an authentic report on poverty in Africa.
4. Law . executed with all due formalities: an authentic deed.

What does it mean for a company to be authentic? For a brand or corporation to be authentic is difficult. Entrenched in corporate America, is the idea that marketing is king, and say whatever needs to be said to sell units. This has caused a lot of dishonest claims to be made by most Golf equipment manufacturers. For example, the most common marketing claim for manufacturers to sell irons is to claim “distance”. "Buy ours and you will hit the ball further". That claim is not necessarily false, however the reason you are hitting the ball further is because they have “power lofted” the clubs. Instead of a 48 degree pitching wedge you were given a 46 degree, and so on. Less club loft means more distance. If you are old enough to remember when pitching wedges were 52 degrees then you have long lived the marketing strategy of “power lofting”. Today, most manufacturers are selling pitching wedges at 45 degrees, almost two clubs stronger than the original loft structure of golf clubs. No wonder you hit that pitching wedge so far, it is really a traditional 8 iron.

At Dimension Z Golf it is important that we are authentic. To be true to the golfer and not deceive consumers with false marketing. We strive to educate the golfer about equipment and how to make purchasing decisions that are going to have a positive impact on their game. When you consult the experts at Dimension Z you can be sure that you are going to get the straight scoop on what your needs truly are. I can’t tell you how many times I have had a customer ask me to fit them for a driver and we discover together that a new driver isn’t necessary. Of course, I like to sell drivers, but if it is not going to improve the player’s results, then neither of us “wins” if the sale is made on a false premise. Big brands operate exactly the opposite of this. They want to sell as many drivers as possible and deception in advertising is just how it’s done. Longer, straighter, better, faster, are all buzz words of the marketing machine. Want a better game, spend more money! This is really one of the reasons that the game of golf has struggled to grow. It a hard game, its expensive, it takes time to learn and be “good”. If more companies were authentic the game would be better off. I know I’m being idealistic however, if you are looking for truth in marketing come talk to us at Dimension Z Golf. We are here to help.