I'm surprised no one's mentioned Tiger in this thread. His Payne's Valley track has gotten a lot of favorable pub. Having yet to play the course I can't really comment on it from an architectural and design standpoint, but from the photos I've seen it looks amazing. Because he's an established and recognized brand, I'm sure his design company will have plenty of work thrown its way, if it doesn't already. The question yet to be determined is does he have a flair for design and what makes a great course or are others in his company doing it for him and he just reviews and signs off on plans and contracts, a la Arnold Palmer?
Also, while others here have commented on how you can't come into the profession with the intent on becoming the next "big thing" I call bullocks on that. If you have a desire to be the best at any occupation it requires a bit of ego and a highly competitive streak. That's just human nature. Also, in the digital age we live in, there is no substitute for having a name brand and utilizing social media to feed into that. There's an upper echelon in every profession and you can apply the 20 - 80 rule to just about all of them. Golf course design is no exception. 20% of the architects are doing 80% of the new construction, renovation and restoration work while the other 80% are left to fight for the crumbs. That's the nature of the beast and no one here will convince me otherwise.
The real question on this thread should be who are the up and coming "brand" architects? I'd definitely put Tiger at the top of the list, in addition to David Kidd, Kyle Franz and a few others (don't discount Zac Blair). All are in some phase of building their brands, while those, such as Tiger and David, are already established. There were a lot of good names in the original list provided and those added by others who have commented, but who are the standouts really going to be? It's yet to be determined, but as in all industries there will be a pecking order or hierarchy established. Again, human nature at work.
We know who today's "brand" architects are. We're blessed to have several of them contribute here on the regular and I include Ally in that conversation for the amazing work he'd done across the pond. I'm sure there are some potentially great up and coming UK and European architects that are being overlooked simply because most of the U.S. posters here don't know who they are and aren't close to the ground on developments there, but I'm sure there will be a few standouts outside the U.S. That said, when the Doak's, Coore - Crenshaw's, Hanses, Fazio's, Nicklaus' and Weiskopf's of the world decide to call it a day, it will be interesting to see the names that occupy the top of the golf architectural leaderboard.