Obligatory Tiger Comment

Author: Tim Berney
Posted: Dec 9, 2009

Topics: Branding

I suppose we have to address Tiger Woods in this issue. Not Tiger the man, but Tiger the billion-dollar brand. In the corporate marketing world, his transgressions are not considered to be bad enough to drop him from the endorsement roster, provided that the story doesn't get much deeper.


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.

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