Rebuilding Tiger Woods
Every so often I run across an article or a blog post and I think – damn, I wish I had thought about writing that. Today, Inc. Magazine published such an article. It’s called “How Would You Fix Tiger’s Image?” Unless you’ve been living under a rock, you’ve surely heard about Tiger Woods mysterious car accident and his last minute withdrawal from his own golf tournament. There’s clearly more to this story than meets the eye.
Inc. did something very cool – they reached out to business leaders and asked them how they would fix Tiger’s image. We live in a world where transparency is everything. There are very few things that can be hidden and the more you try, the bigger price you pay when they finally do come to light.
Our own Peter Bordes was quote for the article:
“I would recommend that he be real and authentic by telling the truth and be transparent about what happened. In today’s world of social media and information transparency, the relationship a celebrity has with his or her fans is critical, and trust in that relationship is key. Consumers trust, respect, and admire brands and celebrities who are real. If you are being real you have nothing to hide. Tiger is a an icon… but he is also a human being who is imperfect as we all are.”
With the performance marketing industry taking such a beating in the press lately, it’s more important than ever to take Peter’s Tiger Woods philosophy and apply it to your partners and customers.
What do you think?
13 Comments, Comment or Ping
MikeA96
MediaTrust showing Tiger how it’s done. http://blog.mediatrust.com/2009/12/rebuilding-tiger-woods/
This comment was originally posted on Twitter
Dec 3rd, 2009
mediatrust
@IncMagazine asks our own @mediatrustpete: “How Would you Fix Tiger’s Image?”: http://ping.fm/Je1c4
This comment was originally posted on Twitter
Dec 3rd, 2009
kenzei
Rebuilding Tiger Woods http://blog.mediatrust.com/2009/12/rebuilding-tiger-woods/
This comment was originally posted on Twitter
Dec 3rd, 2009
AmericanCliche
How should Tiger Woods rebuild his reputation? Ask @mediatrustpete: http://ping.fm/bgOp7
This comment was originally posted on Twitter
Dec 3rd, 2009
affiliatesprout
Rebuilding Tiger Woods http://bit.ly/8tO9mt
This comment was originally posted on Twitter
Dec 3rd, 2009
Steve Howe
I think he should just change his name from TIGER to CHEETAH! Nuff Said!
Dec 4th, 2009
Performance Marketing Alliance
Steve thats hilarious!!!!!!
Dec 4th, 2009
Dallas Lawrence
Tiger Woods’ ordeal over the past couple weeks reminds me of the importance of defining your own message in today’s digital age. When a crisis or scandal of such a juicy nature embroils a celebrity, the glare of the media spotlight will surround them whether they choose to embrace it, and failure to face the storm provides fertile ground for rumors and innuendo. I wrote more about how Tiger should have addressed the media clearly and transparently on Bulletproof Blog: http://www.bulletproofblog.com/2009/12/08/social-media-versus-the-tiger/
Dec 9th, 2009
Scott Parent
Excellent comment Dallas. Your post on your blog was really right on the money too. The more you can frame the narrative, the better off you’ll be in this situation. By ignoring it or trying to avoid the brightly shining spotlight you do far greater damage.
This is definitely a very riveting case study in watching arguably the cleanest “brand” in the world fall from grace.
Dec 9th, 2009
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