Let others take chip shots at that. Instead, Tiger Woods the brand lost any privacy when he carved an image that personified high family and moral values. Since his junior golf days, he, his family and his handlers meticulously crafted a brand of integrity, dignity, determination, competitive fire and loyalty. His charitable endeavors and commercial endorsements further exemplified the Tiger Woods brand.
Successful brands reflect character – who you are and what you stand for, and clarifying that character is paramount. It’s the centerpiece of an authentic and transparent brand proposition. The Tiger Woods brand consistently delivered on its expectations on and off the golf course. The brand experience was highly attractive to be repeated by fans, endorsers, news media and even his competitive foes, all telling of great stories and experiences with anything Tiger Woods. Like any great brand, it’s more about what people say after you’ve left the room than what you say about yourself, and the Tiger Woods brand was molded perfectly to suit that.
But then the mold began to crack around Thanksgiving. It happens. No brand will last without error, especially one that is human. The smart brands, or at least those with smart handlers, realize that and are equipped to address any fissure in the brand – quickly. That’s where the crack in the Tiger Woods brand began to widen. Rather than address any issues head on – the late, great golf teacher Harvey Penick always extolled “take dead aim” – the Tiger Woods brand went into bunker mode. Control of the brand was lost – others filled the void while the brand was mum – and it was exacerbated by a refusal to talk with cops on three different occasions and apparent denials about extra-marital affairs.
And then the skeletons started coming out of the closet. Instead of a New York City nightclub promoter, and we may hear more on that down the road, we’re hearing about hook-ups with a reality TV star and a Las Vegas nightclub marketing manager.
A brand is also your every action and deed, including inaction in a crisis situation. The Tiger Woods brand ceded control; it can be regained, but it will be the longest tee shot in the man’s career.