Royal Precision
With its premier Rifle-brand of steel golf shafts, Royal Precision was well-known as America's first steel shaft manufacturer, so increasing sales of its Rifle graphite shafts demonstrated a common branding problem typically seen with line extension products.

If the Rifle brand stood for steel, Royal Precision’s graphite shafts needed a new name. Meng & Associates created an all-new brand for graphite, introducing the Saber™, Cutting Edge Launch Technology. Meanwhile, the Rifle brand position was introduced as the premium choice for steel golf shafts.

Result: Rifle steel shafts gained a significantly stronger position in the market and experienced a dramatic increase in sales with some distributors by as much as 70%.