Instead of being associated with winning, Tiger Woods is now associated with pain. Somehow, we find it difficult to feel sorry for him. [Read more..]

The rehabilitation of Tiger Woods’ shattered image has begun. And we are observing with keen interest.  The first act is the release of an image of Tiger running/training alongside a trainer. What does this image say? It says that Tiger Woods is serious about coming back as an athlete/golfer. Interestingly, the image comes from Getty Images, not the [...]

An enterprising company has come up with a novel way of marketing golf balls – by putting together the Tiger Mistress Collection. Joslyn James, one of the alleged mistresses, is none too happy with the product, accusing the company of encouraging violence against women. Sorry honey, we don’t see the link. Perhaps the mistresses should [...]

As to be expected, companies who use celebrities as endorsers are clamoring to  take out ‘Tiger’ insurance to protect themselves against immoral behavior of their stars. In the case of the seven publicly listed companies that sponsored Tiger, they lost a combined value of $12 billion in the stock market price in the month after [...]

Accenture has decided to stay with the animal theme in their latest ads. Instead of the Tiger, the new ads will now feature safer animals including an elephant, a chameleon, frogs, fish. According to Accenture, the news ads were the most preferred in focus group tests. But to us, these ads seem to invite association [...]

Leave it to Phil Knight, founder and CEO of Nike, to call Tiger’s transgressions ‘a blip’ to his image. Phil has defended a long list of ‘bad boy’  athletes in the past – from the likes of John McEnroe to Eric Cantona. This time, Phil Knight may have gone too far in the defense of Tiger [...]

Accenture has decided to drop Tiger Woods as its spokesman and has pulled all Tiger related advertising, as well as photos/articles of Tiger on its website. The move is to be expected given all that has happened to the Tiger brand.  However, it is quite unfathomable that one of the world’s largest professional services firms [...]

Hmmm. Wonder how Accenture’s clients would interpret the campaign slogan “Go on. Be a Tiger.” now.

When a celebrity such as Tiger Woods accepts millions in sponsorship deals, there is some implicit agreement to behave in a socially acceptable manner. Unlike Michael Jordan, Roger Federer, John MacEnroe and some other sporting greats, Tiger Woods always seemed to be remote and detached. Now we know why. Tiger didn’t want people to know [...]

Tiger Woods, who has always had total control of his brand image, has now completely lost it with sordid details of affairs with multiple women emerging after his minor car accident.  Although Tiger’s sponsors are standing by their man, it is doubtful that you will see any Tiger ads soon.  Sponsors will play a wait-and-see [...]