With the Masters fast approaching, I thought I'd write a quick thought that does NOT touch on the Tiger factor.

Augusta is one of the great destination brands of sport. It is one of those venues that can have 'the home of [insert world class event]' appended to it. But even great sports or event destinations need to create a little extra sizzle, and one of the tactics they deploy is the 'place within the place'. At Augusta it is Amen Corner. More than just a stretch of holes with a quaint name, this has become the pivotal point of many a championship, and as such gets that extra audience attention whenever players are there.

At Wimbledon, we have Centre Court, of course, but more recently Henman Hill. This is where the paying public who couldn't get Centre Court tickets watched the big matches (and specifically Tim Henman on his inexorable path to semi-final exit) on the big screen. Wimbledon, you see, is not for just the well-heeled elite, it is for everyone.

There is the Grand National, but within this is Becher’s Brook, the notorious and controversial fence in the UK's most gruelling horse race.

These areas of extra focus ideally need to have folkloric significance, highlighting a particularly important moment or area of the event, and emphasising a real point of difference that confers a broader sense of uniqueness. And like all good folklore, it can be written to the advantage of the event owners. Wimbledon has to be more democratic so we have Henman Hill. Aintree has to be dangerous so we have Becher's. These points of focus act, in effect, like strategic sub-brands.

So by the time we all tune in to watch Tiger come through Amen Corner later this week, let's pay homage to a well-managed sub-brand in the Augusta portfolio.