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Tiger’s Tarnished Brand

Of course, Martha emerged from prison in an even stronger position and her brand has continued to grow

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?

More Stories By William Arruda

Dubbed 'The Personal Branding Guru’ by Entrepreneur magazine, William Arruda is a pioneering brand strategist, speaker, author and founder of Reach Personal Branding. He is credited with turning the concept of personal branding into a global industry.

William delivers keynotes and workshops on the transformative power of personal branding for some of the world’s most successful companies. He energizes and motivates his audiences—and his private clients include some of the world’s most influential leaders. As a thought-leader, William is a sought-after spokesperson on personal branding, social media and leadership. He has appeared on BBC TV, the Discovery Channel and Fox News Live and he’s been featured in countless publications, including Time Magazine, the Wall Street Journal, Forbes and the New York Times. William is the coauthor of the bestselling book Career Distinction. He is a member of the International Coach Federation and the National Speakers Association. He holds a Master’s Degree in Education.