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Seth’s Blog
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Jason Peck’s Blog
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Tiger Notes:
He seemed authentic and genuinely full of remorse and accepted full responsibility. Now he needs to rededicate himself and that will be proven over the long-term. Right now, he is an enigma. We are not sure what to believe as his life has been so full of duplicity for that past several years – he portrayed one image while living another.
There are several ways to view what he said and how he said it:
1. General Consumer – am I buying it? Will I buy his products? Will root for him? Is he authentic?
2. Brand – Does he represent our attributes? Can he drive sales? What is the downside?
3. PGA – Can we control him? What is the net/net? (ratings, tour etc)
4. Women – Was he sincere? Can his sins be forgiven? Is he fully responsible?
5. Media – is it our business? Have we protected him? Where does our responsibility begin and end? Are athletes role models?
6. Minorities – Is he being treated fairly?
Brands are looking for alignment with individuals (properties) that best represent their corporate image.
They will take a “wait and see” approach to how he comes out of this.
When is come to sponsorships, the question is what is the person marketing/selling?
If it is performance-related and he continues to perform, he will have opportunity as will still have appeal to an audience who doesn’t care about his personal life. Look at Michael Jordan – Gatorade, Nike – performance
If the brand wants to reinforce a slogan like “pursuit of perfection” he would be set up to fail as he is clearly not perfect, nor are any of us. Thoughts?
Tags: power sponsorship, Sponsorships, sports marketing, Strategy
I didn’t bother to watch his apology live on Friday bud did view clips of it a few days later. As a father of two African American men is was particularly painful to watch but did give me some teachable moments especially with my youngest son. I was able to reinforce in them the fact that a man’s reputation is more valuable than riches.
For now I see performance, both on a personal and professional level as his only option.
Because of his international status he’ll need more than the forgiving hearts of Americans to get back even some of the trust he has lost.