However, come renewal time, his corporate backers that target women as well as men (AT&T, Tag Heuer) will have to give considerable thought to the value of the relationship, now that there's a bit less luster on the brand. The male brands (Nike, Gillette, Gatorade, EA Sports) will be far more forgiving. The Tiger Woods brand has indeed diminished in value, but perhaps only temporarily and not by too much. We think it's more of a Michael Jordan story than Kobe Bryant. For now.