The company conducted reputational research and found many mid-handicappers and above were intimidated by the Hogan name.
I didn't even start to figure out golf for another seven or eight years.) At the time I don't even know if Hogan made game-improvement irons (they did the Edge irons), and I imagine a lot of golfers of my vintage didn't think of Hogan as purveyors of game-aiding tech.įast forward 20 years - yup, 20 years - and the modern incarnation of Ben Hogan Golf suffers from the same identity problem. Why did I buy Hogan irons? I believed they were a great iron for a good player, which I had convinced myself by junior year of high school that I was. I love them, and I could put a new set of grips on them tonight and play them tomorrow like I'd never stopped using them. Back in high school, I spent months saving up all the money I had at the time so that I could buy a set of Ben Hogan irons.
