Tiger Tiger burning bright, Be yourself you’ll be alright
Whatever you might think of Mr. Woods's recent 'transgressions', his advisers need to spend a few days working on his market re-positioning. In the short-term he is beyond PR redemption but, in the long-term, brand Tiger will be fine.
As my colleague pointed out earlier this week, the wholesome image of a clean living, happy, family man is now in tatters. Great while it lasted, earned him a few quid, but, ultimately, it was based on baloney.
Shrewd marketers will tell you a good brand should be rooted in truth. Now we know who Tiger really is, his advisers can realign the marketing strategy accordingly. Sure he's going to lose a few sponsors in the short-term, but there'll be hundreds of others beating down his door.
What many are failing to realize is that Woods, still only 33, already occupies the space reserved for the likes of Ali and Pele - sporting gods not without scandal themselves, but legends who've transcended their sport.
Tiger Woods is a phenomenon whose like rarely grace our planet. His golfing achievements are truly breathtaking and when he betters Jack Nicklaus' tally of 18 majors, unthinkable 15 years ago, he could arguably be ranked as the greatest sportsperson of all-time.
He remains a marketer's dream. Sports fans don't care about 'transgressions' they care about sport. And guess what? There are loads of sports fans across the globe spending trillions on thousands of products beyond razors. They'll buy Tiger sponsored products, no worries there.
If I was working on brand Tiger this is what I'd advise (from a safe distance mind):
1. Divorce - marriage clearly isn't for you right now; save your wife from any further humiliation
2. Pay the soon to be ex-wife a record divorce settlement and issue a pledge to be the best Dad and ex-husband you can be
3. Leave the US for liberal mainland Europe - perhaps Monaco for the tax breaks - or buy an island like Branson's Necker.
4. Do not, under any circumstances, go on the Oprah Winfrey show
5. Do not check-in to a clinic for sex-addicts
6. Ask for more money from main sponsor Nike…just to keep you
7. Open negotiations with Adidas if point six bombs
8. Get your head down and start hitting balls again
9. Focus on Augusta next year and winning the first leg of an historic golfing grand slam
Tiger, you are a virile young man, a billionaire and a sporting genius to boot. Be true to yourself, go out and enjoy your life, but have a little more self-respect… and above all else, watch where you leave your golf clubs!
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