Personal Branding Journal

Well, Accenture joined the list of other endorsed companies/products that is saying farewell to Tiger. “Go On. Be a Tiger” suddenly took on a new meaning – and not one Accenture wanted to be connected to.

Tiger Woods’ brand is in free fall. Unlike Martha Stewart and her shady stock deal, Tiger’s branding issue is much greater. Martha didn’t violate the true essence of her brand (why we care about her). If we had learned that she stole her recipes or couldn’t make papier machee snowflakes, her brand would be just as tarnished as Tiger’s.

Of course, Martha emerged from prison in an even stronger position and her brand has continued to grow. For Tiger, it is going to be much more difficult. That’s because Tiger violated exactly what he stands for. The companies that he endorses are hoping to bolster their brand image with his integrity, commitment, boundless success. For the time being, those brand attributes are in question.

Of course, even Michael Vick’s brand is on the way up. So it is certainly possible for all of this to be just a dip in brand value that will be resolved over time. What do you think?