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Rehabilitating The Tiger Woods Brand
Any thoughts about how to rehabilitate the Tiger Woods brand? Let's say the phone rings and its Tiger wanting your advice. What do you tell him?
Tags: golf, sports, sportsmarketing, tigerwoods
Views: 4
Replies to This Discussion
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Permalink Reply by Michael B. Moore on -
Perhaps a key piece of advice is to play well! Success is a great tool to get people to forget past indiscretions - just ask Kobe Bryant, Charles Barkley, Alex Rodriguez etc.
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Permalink Reply by Gunnar Branson on -
It looks like Tiger is taking your advice, Michael. I often wonder what we should do with this part of our society - we reward certain individuals for a kind of self-obsessed, ego-fueled drive to success - in sports, politics, business - then we are shocked or offended to find that they have a hard time turning that off when dealing with their personal lives.
Like everyone else, I am disturbed by his - an many other celebrities' - behaviors. I find it difficult to look at Tiger or Woody or Jordan or Spitzer in the same idealistic way I may have looked at them before. But perhaps I should examine the behaviors and feelings that allow someone like that get into a position of power in the first place? Perhaps success is so valuable that we are willing to overlook behaviors that offend us deeply in real life? Perhaps success follows a different moral code? Can a fair society allow that? Perhaps we should stop worshipping success?
But I digress...The keys to regaining brand power for Tiger, I believe, are two-fold. One - play as well or better than he did before...without that, he's just a pathetic rich guy. Two - change his brand to take into account that his personal life may be a bit too creepy for the general public to admire. There should be more focus on his amazing golf skills - and less on any personal virtue he may posess.
Stop posing as a family man, as a nice guy, as someone to look up to - start representing the brand accurately: A single-minded, obsessive, even reltentless pursuit of perfection in a single discipline. There are many companies that still want to be a part of that kind of brand - Nike included - where family values or being a decent guy are at least irrelevant, if not distracting.
Instead of Lincoln - think BMW, Porche or Ferrari. Being a self-obsessed jerk is central to many successful brands out there.
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Permalink Reply by Michael B. Moore on
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Great comments - the interesting thing, though, is that I don't think I ever saw Tiger portrayed as "Ward Cleaver". It's almost like a lot of the recent moralizing goes to a mythical brand that didn't even exist.
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Permalink Reply by Gunnar Branson on
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Good point - that may well be a brand that was created without him.
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