Marketing Miss - Team Tiger

I've been following the Tiger Woods "situation" for awhile now, and I can't help but wonder where is "Team Tiger" in all of this? Meaning, who is managing Tiger Woods' $1 billion personal brand in the fall-out of all of this controversy? As the public sits and wonders about what is true and what isn't, Woods' corporate sponsors are making decisions. For one, Accenture, recently dropped Tiger, and it has been rumored that Tag Heuer is now considering doing so (its brand is tied to "prestige" after all). In addition, Gillette won't air its television ads with Woods. Nike on the otherhand, is standing by their man, but they also stood by Michael Vick in the aftermath of his dog-fighting. By Team Tiger not actively managing its brand, Woods' stands to lose millions, not only in dropped corporate sponsorships, but also in renegotiated contracts. (I bet Nike will renegotiate its $40 million-a-year deal with Tiger).

Also, why isn't Team Tiger actively managing Tiger Woods' official web site (tigerwoods.com)? Yes, they posted Woods' apology statement on the site, but haven't modified much else. Woods' site still has Accenture listed, along with all of the other corporate sponsors (I thought Gatorade dropped him as well?). In addition, Woods' official web site lists "Tiger Quotes," such as, "There isn't a flaw in his golf or his makeup," by Jack Nicklaus. Also, a quote from Peter Kessler, host of The Golf Channel, "I realized for the first time that he was like Michael Jordan....?!" Now, is not the time to be compared to Michael Jordan if you know what I mean. Even retired basketball player Charles Barkley realized that sports figures should not be considered role models when in 1993 he famously declared that he wasn't one.

That's really my beef in this whole matter.....Team Tiger has sold us a brand based on integrity and now that integrity is in question. I realize that Woods is only human, however, Team Tiger has positioned Woods' as a role model; a good citizen and family man with high-moral values. That is why I think he is being judged so harshly by the public. You may even say that some us feel disappointed or even duped by what has transpired and the fact that we haven't really heard from Tiger Woods or his team other than a brief written statement.

The one last thing I'll say in this matter is that on Woods' official web site, Team Tiger lists "Tiger Quotes," one of which is the following: "Did you know that Tiger's biggest challenge is to become a better person tomorrow?" I guess that portion of Woods' official web site didn't need updating...