De-Branding of The Tiger ! ;)
It would be an understatement to say that Tiger Woods is screwed. Accenture ended their contract with him and are no longer going to endorse him. The superfast and, thanks to the media, thrilling debacle of the tiger is actually an inspiring story for someone who wants to re-brand or de-brand himself.
Wiki defines a brand as a distinguishing name or symbol that determines your product or service. But brand is definitely much more than a flashy logo, a jazzy company name and a million dollar Ad campaign. For a company, its basically ‘who’ the company is. If its about a business, you are getting branded every minute – pick up the phone with a frown and a grumpy hello – you are branded, work harder to deliver on time – you are branded, default on loans – you are branded, don’t pay salaries on time – you are branded, communicate fair and honestly – you are branded, roll out a bad batch of products – you are branded, don’t do what you said you will – you are branded, have an untidy, unclean office/shop – you are branded, smile at your customer – you are branded, laugh behind his back – you are branded. So your brand is basically ‘who’ you are.
Its clear that Tiger Woods had lost his brand value. But the funny thing is, he is still what he is – he is still the bloody best golf player in the world. That’s what has made him what he is. That’s what Accenture signed him up for. I hope they didn’t sign him for “Not sleeping with wrong women”.
So you can have a flashy logo, jazzy name and be the best in the business – ‘screw’ up and you are screwed ;). And when God decides to set a freaky sensuous babe called destiny to screw you – all you have to do is just knock at the backyard of your own home, with your own car, having your own family in it, to unravel the deep secrets hidden in the hearts of god knows how many mistresses to the entire world.
So the big lesson to be learned is :
Go to Bed – and you are branded ;).
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