http://www.careersolvers.com/blog/2010/04/13/can-the-holy-swoosh-save-the-tiger-woods-career-brand
Can the Holy Swoosh Save the Tiger Woods Career Brand?
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Have you seen the new Nike ad with Tiger Woods featuring the voice of his deceased father? It looks like Tiger may have added some new brand attributes to his already tarnished image including, creepy, odd, and opportunistic. And I’m wondering if Nike and Tiger would have been better off just leaving the scandal alone and letting time heal some of the wounds.
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No, the “squeaky clean shine” on Woods can’t be recovered. He can be a force in golf. He can sell stuff. He can even become a nice guy. But he’s lost the “image”. His clay feet have cost him dearly. People, the great unwashed like me, don’t like frauds. You can be as nasty an SOB as you like, but don’t claim (or allow to be claimed for you) sainthood. Celebrities like Jane Fonda, Rosie O’Donnell, and Tiger have defrauded the pblic by claiming to be one thing and acting privately like another. People remember the adage: “fool me once, shame on you. fool me twice, shame on be me.” With celebrities, it seems the Sheeple are doomed to be disappointed. And, people wonder why we’ve become cynical?
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FOOTNOTE:
Jane Fonda: Anti-war sits in a North Vietnamese anti-aircraft gun. I, and many other vets, never forgot that.
Rosie O’Donnell: The Queen of Nice, after she made a fortune on her daytime audience and retired, morphed into a nasty lesbian who demonstrated that the TV personality was a fraud.
Tiger Woods: Squeaky clean image was put to shame by a string of affairs worthy of an NBA player. At least the NBA players never claimed sainthood.
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Reinke Faces Life 