Tiger Woods & His Brand: The Dude Abides

Everyone’s still talking Tiger Woods – especially in light of his imminent golf comeback at the Masters. Whether it’s our nation’s president laying to rest speculation of Tiger being the greatest golf player ever (seriously?) or marketing mogul Donny Deutsch going head-to-head with MSNBC’s resident “Gossip” gal Courtney Hazlett and “Today” show commentator Natalie Morales yesterday on subject of Tiger’s harried ethos, opinions are rampant and far too dime-a-dozen when it comes to whether Tiger’s infidelities will do any long-term damage to his career.

But let’s not forget that before he was every sponsor’s wet dream, Tiger was a golf prodigy and had talent to back his brand. This talent will carry him much further than the threat of illegitimate children, genital herpes, or perhaps a worse fate than all of these – the prospect of ending up on an episode of  Dr. Drew’s “Sober House.”

In short, while not infallible and undoubtedly smarmy, the guy isn’t ruined, nor should he be condemned to the court of Oprah or any of the other celeb naysayers that try to back him into a sex rehab corner only to resurrect him from the grave of shame at some pre-ordained showstopping date to drive ratings through the roof.

The bulk of your personal brand is measured by how you interact with the people that come into your life on a daily basis – more so than how credible you are. If Tiger can abide by this and go on doing his humble, modest dude thing given enough time has passed and sufficient public statements of apology go by, his transgressions will all but be forgotten. This latter is merely a by-product of the short-term memory pandemic our nations falls prey to on an hourly basis.

So in the end whether Elin takes him back into her arms, sponsors will embrace this humbled Tiger because his golf game will walk the walk. And the rest of us continue to talk talk.


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