This year’s US Masters will be held from April 9 – 12.

At Augusta National.

It’s as good a test of golf as you will find. Purists will tell you there are better courses. But, for tournament players, the year’s first major is of of the great tests – of skill and of character.

Every year, there seems to be a drama that elevates the tournament to otherworldly levels.

Faldo coming from six shots back in 96 to beat Norman.

Sandy Lyle nailing birdie from the fairway bunker on 18 to win by a shot in 88.

Larry Mize in 87, chipping in from 140 feet to win in a play-off.

Tiger’s impossible chip from the rough to beat DiMarco in a play-off (and create the perfect golf ball commercial at the same time).

Gary Player birdieing seven of the last ten to come from seven back and win by one in 78.

I’m a golf tragic. I could go on.

Every winner and every person they beat, couldn’t get there without skill, patience, finesse, confidence and consistency.

The winner just held their nerve when it mattered most.

The same thing, I believe, applies to brands and brand managers.

In every campaign, there comes a time when courage matters. When all those other vital attributes have played their role and got you so close to a great campaign you can almost taste it. But this is why holding your nerve at the right time matters most of all.

Hold your nerve and a great campaign gets up, wins hearts and minds and repays you with fame and fortune.

Don’t hold your nerve and, like Norman and Calcavecchia and DiMarco and Funseth (the guy Player beat), you have to comfort yourself with memories and the thoughts of what could have been.

And while money can help cushion the blow it will, sadly, never quite dull the pain.