Tiger Woods has built a reputation on being an honest, clean cut elite athlete who is the world’s best golf player.
With his perfectly whitened teeth, glossy tabloid smile and crisp laundered clothing with Nike’s brand plastered on every visible spot imaginable – Tiger Woods has been an absolute marketing dream.
The question is did brand Tiger go as far as it could possibly go with its clean cut, healthy living and winning combination?
Whilst the latest reports have sponsors exiting in droves, key sponsor, Nike, is sticking with their sporting prodigy as let’s face it, who else is going to be a billion dollar sports superstar in the near future?
Gatorade, Gillette and Accenture have stated publicly that they are withdrawing their sponsorship agreements with the golfing great. Their names have been in the papers more times due to this scandal then they probably have ever been published. You would have to be sleeping under a rock not to be able to quote Gatorade, Gillette and Accenture as sponsors of Tiger Woods.
Nike – and smartly so in my opinion – is staying put and as a brand that is the best known for its association with Tiger Woods and Michael Jordan, I think they are onto something. I don’t think in all honesty that this scandal is going to effect Nike’s sales performance and will in fact, probably bring a new breed of buyer to the table.
You see I, like many others, think that Tiger Woods is one of the greatest athletes of all time, but to be brutally honest – he is boring. Boring with a capital “B”. His cheesy smile, groomed look and picture perfect family does absolutely nothing for me. I am a golfer (many say ‘hack’) and I would never have thought to buy a Nike branded golf item whether it was clothing or clubs. Now, in light of the latest in Tiger publicity, it certainly is a big consideration. Already, Nike for golf has become sexier, more interesting and comes with a whole new context.
Simply, it has edge and I need all the edge I can get on the course.
It is assumed that the publicity will blow over once the public appetite for stories about Tiger dies down and time heals all wounds – look at Kate Moss and Greg Norman. Who would have thought that Kate Moss would earn triple what she did pre cocaine drama and through a media storm that no-one thought she would ever recover from? Remember how many sponsors foolishly dropped Kate Moss only to find other companies pick her up just as quickly and be given the publicity dream run, that money just can’t buy. Tiger just needs to get out there and do what he does best and that’s win tournaments. I am sure he has a few more in him.
Sure the Tiger jokes will keep on coming and might be around for some time, and of course the web is not so forgiving, as if you google Tiger, there will always be a reminder of how many women that have had their 5 minutes of fame by declaring that they are his mistress. With more than 22 million articles indexed against Tiger Woods accident alone, it’s pretty hard to ignore.
My opinion is that sponsors unless you are a church organization or profess to be ‘Mother Theresa’ and uphold good christen values, then Tiger Woods is a marketing dream.
Sure he might lose the odd female follower, but how many women out there think that if Jamie Jungers can score Tiger, so can they. And men, let’s face it, whether they are into playing the field or not, there is a whole new respect for a man that has more than 12 women on the go who all profess to his out of control sexual appetite.
Sponsors, this is a branding dream. Since when does a shaver need to be moral – or a sports drink for that matter?
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Tags: brand trust, branding, Gatorade, Gillette, Golf, Kate Moss, Nike, Tiger Woods
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Tiger Woods…
I can’t believe Tiger Woods is such a pig. His poor wife has to learn about all of these affairs and deal with them through the media. It would be bad enough if he just cheated but the fact that he has children makes it even worse. Where is the remorse…
Ich weiss, etwas OT, aber kennt jemand einen guten und g
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Much, undoubtedly way too much, has already been written and said about the Tiger Woods saga, and many people have offered unsolicited advice. A great deal of this commentary ignores relevant social science research. Because almost everyone will face some career-related setback or problem at some point in their lives, it is important to learn how to overcome career reversals.
As Henry Ford II said, “never complain, never explain.” This advice is just as useful as when he first uttered it decades ago. In a world of reality television, Facebook, and blogging, people seem to think it is useful to share every thought and life detail with the world. Bad idea. First of all, this “sharing” encourages all the amateur psychoanalysis that goes on anyway but needs material to feed on. Second, most of those who want an “explanation” from people like Tiger really don’t deserve one. Fans and even corporate sponsors are not close personal friends and family. Woods needs to explain himself only to his spouse and his family, not to the public at large.
The unfolding of the Tiger Woods saga illustrates three principles about power. First, as much research shows, power leads to disinhibition. People in power come to believe that the rules don’t apply to them, become overly optimistic and excessively overconfident about their ability to control events and achieve success even in dire circumstances, and tend to see others as means for their own ends. They adopt an “approach orientation” and seek to fulfill their needs with little regard for social conventions and social norms. The financial masters of the universe on Wall Street, as one example, still don’t quite understand why others might see earning huge salaries from institutions that the government has bailed out with taxpayer money as somehow inappropriate. They see themselves as different and special. So, if you achieve a position of great influence, beware of power’s corrupting effects and try not to succumb to the idea that just because you are prominent, normal social conventions don’t apply.
Second, lots of people have had career setbacks. Sandy Weill, who built Traveler’s into a financial power house and then ran Citigroup, was forced out of American Express, which had purchased Shearson, another company he built, and Martha Stewart actually served prison time. Bernard Marcus and Arthur Blank founded Home Depot after they were fired from their jobs in a Southern California building supply and hardware company. According to research done by Yale professor Jeffrey Sonnenfeld, the best way to recover from reversals of fortune is to continue doing what you do best-be that running a home décor and products business, building a financial institution, or in the case of Tiger Woods, playing golf. It’s what he’s good at, what people pay to see him do, something he enjoys-we tend to enjoy things we are competent at doing-the source of his income, and the source of his prestige and status. The last thing to do is to retreat from the field of play. When Sonnenfeld himself, known for his leadership research and running a seminar for high-profile CEOs, was accused by Emory University, his former employer, of vandalism, he was soon running his own non-profit-doing precisely the work he was good at doing and work that would permit him to achieve success even as he fought to prove Emory’s allegations totally false.
Third and most importantly, people ally with those they see as winning-a phenomenon sometimes called “basking in reflected glory.” Our own self-esteem is higher if we are connected with and root for success. In the end, what matters is performance. With enough success, all is forgiven. Maybe it shouldn’t be, but that’s the way the world works. As William Rhoden wrote in a recent New York Times piece, even though basketball coaches Bob Knight and John Calipari broke rules and behaved inappropriately, both found high-paying jobs because they could produce winning teams. Today, few people bother about the fact that people ranging from Jack Welch to Rudy Giuliani to politicians too numerous to name were unfaithful to their spouses. What matters is that you convey that you aren’t embarrassed and go about your life.
So don’t cry for Tiger Woods. If he has enough sense to get back on the golf course and wins some tournaments, all the current ruckus will soon fade into the background. And, you, too, can survive career setbacks if you demonstrate resilience and continue doing what made you successful in the first place.
I have bought the product but my bank account closed how can I make sure I still recieve the supply with opening my new account?
lol, Kate is so crazy! I love her.
haha, Tiger is so wild! I love him.
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Tiger has been reduced to a pussycat. The wife, if she decides to keep him, should keep him on double secret probation FOREVER!!! The fan base is going. The advertisers will walk.The galleries will be less kind. Next press conference, be a little more humble and a lot less scripted.No one is without fault, but this guy still thinks he gets to write the story.
Howard Stern is the best interviewer in the business. He’s smart and those of us who listen regularly know that Howard Stern is not only about profanity and lesbian strippers. Howard rocks.
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Americans love a come back. Once Tiger gets back into smashing everybody else in the world in the face at golf people will forget about his wife smashing in his SUV windows and possibly his face.
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