Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers?
Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers.
Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.
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Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers?
Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers.
Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.
Rewriting The Sports Marketing Playbook: How Manors Is Becoming The Most Memorable Brand In Golf
Scratch: CMO Interviews
1 hour 3 minutes 36 seconds
3 weeks ago
Rewriting The Sports Marketing Playbook: How Manors Is Becoming The Most Memorable Brand In Golf
Golf has traditionally been known as an elitist sport — reserved for the monied, the retired, and those already “in the club.” But Manors Golf is changing that one campaign at a time. In this episode, Viren is joined by Alex Ames, Marketing Director at Manors Golf, for a deep dive into how the brand has become one of the most exciting challenger brands in sport.
Alex unpacks the evolution of Manors from a small rebrand project into a culture-shaping golf label redefining what the sport feels like for a new generation. He explains the brand’s foundational belief, “golf is not a sport to be mastered, but a game to be explored.” This insight informed everything from their positioning to their product philosophy.
In the early days of the brand’s launch, the team realised attention was their true currency, and how a lean creative team with a filmmaking background built some of the most talked-about campaigns in golf. Alex breaks down Manors’ content machine, from Monday forensic reviews to Thursday “punch-up” idea battles, and how the brand blends cinematic storytelling with viral-first hooks that stop people mid-scroll.
From blowing up a golf cart with Reebok to climbing mountains for the Foul Weather Collection, to building a community that includes everyday golfers and football legends in the same tee time, this episode reveals how Manors is reshaping golf culture through story, craft, authenticity, and creative discipline.
Scratch: CMO Interviews
Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers?
Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers.
Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.
