Sponsorship and the Tiger Woods brand
ByPeople, we’re witnessing a fall from grace of epic proportion.
Forget the rubbernecking that we all can’t resist whenever TMZ has the latest on the Tiger Woods scandal. Let’s look at all the marketing lessons here. Tiger Woods is simply one of the biggest brands of our generation, and we’re watching it quickly go from a peak to a valley.
Among many other things, it points us to sponsorship as a true sign of brand integrity (in several senses of the word). When your brand is strong, the others want to be associated with it. When it’s not, even the most loyal businesses will drop you like a bad habit. Because they are, after all, a business.
Not a charity. Not a rehab center. Not a halfway house. But a business.
Travis Dahle of Dahle Communications has some great insights on this, and prompted this post.
