Does Tiger Woods need a brand refresh?

TW1 Unless you’ve been living under a rock the last few days, you know all about Tiger Woods’ entanglement with the Florida State Patrol. While the jury’s still out on what really happened early that morning (we may never know), the situation brought up a bigger issue for me: Does Tiger need a brand refresh?

It sounds crazy, I know. Especially coming from a long-time, big-time fan. I mean, I’ve been a Tiger fan going all the way back to his three U.S. Amateur wins. Only golf geeks (like me) knew him then. We’ve watched him grow, mature and dominate. And, we watched his fan-dom, and legend, grow with each tournament he’s won.

But even before this latest incident I’ve been thinking a lot about Tiger’s “brand”, how it has evolved and what it has come to represent.

Adam Kmiec made an interesting point the other day as we debated the merits of Tiger’s approach around his recent situation: “Do you really see Nike dropping him for releasing a “cold” online statement? Not a chance. His brand is fine.”

Adam was referring to my statement that Tiger could stand to “warm up” his image a little issuing fewer online statements.

Adam makes a good point. Nike’s not dropping Tiger Woods. But, that doesn’t mean the most famous sports star on the planet couldn’t use a little shakeup in the brand department.

For most, Tiger’s brand represents one thing, and one thing only: winning. The guy’s drive, passion and determination are unparralled. We haven’t seen anything like him since Michael Jordan. For most, “buying Tiger” means you’re a winner. You’re successful. You’re a champ.

But, what happens if, or when, Woods stops winning. Then what? Stew on that one for a moment.

TW2 There’s also the matter of his on-the-course behavior. Don’t think for a second people are overlooking that. Parents with small children (like me) watch him throw clubs, shout obsceneties and hiss at cameramen during the course of his rounds. And we turn to our children and say, “Never, ever, ever do that on a golf course. You don’t want to be like Tiger Woods if it means acting like that. I don’t care how many tournaments you win.”

What do you think that’s doing for his brand? I can tell you, it’s definitely not “enhancing” it.

Finally, there’s his fierce commitment to protecting his privacy. One thing Tiger’s recent situation has brought to light for many is how insanely private he really is. Think about it. What do we really know about Tiger? Sure, most know he was on Letterman at age 3, endorses Nike and a host of other brands, and is without question the best golfer on the planet. But, what do you know about Tiger the person? Not much, I’m guessing. That’s not surprising. He doesn’t let a lot of people in.

Given all this, I’ll ask again: Does Tiger Woods need a brand refresh?

If I were advising Mr. Woods, I’d give him the following counsel:

* Clean it up on the course. We get it. You’re competitive. We know you want to win more than you want your first-born to complete his college education, but for God’s sake clean it up. No more swearing. No more club throwing. No more staring down cameramen. Pattern your behavior after the greats–Palmer, Jones, Watson. More than anything, golf is about respect. You have a whole slew of young Tiger fans–and young golfers–coming up now. Fans who will someday soon have disposable income to spend on the products and services you endorse. Win them over by acting like a gentleman on the course–not a horse’s behind.

* Break down the walls. For me, the most memorable Tiger moments are when he’s showed true emotion. The victory at the British after his Dad died (he cried in Steve’s arms), the elation he showed at the U.S. Open last year after making birdie on the 18th to tie Rocco Mediate for the lead, and the reaction after maybe the best shot of his career at Augusta a few years back with the chip-in on 16. These are all unforgettable moments. And yeah, his golf skill had a lot to do with it. But, his emotion played into “the moment”, too. People want to be fans of stars and athletes they can relate to. You need look no further than Taylor Swift to know that’s true. I’d advise Tiger to open up, talk about his life, his interests, what drives him, what excites him. By opening up and letting his fans in–even just a little bit–you’d start to see a whole new Tiger brand emerge. Just ask Stewart Cink (1.1 million followers and counting) what kind of reaction he’s got to letting fans in a little closer.

* Get back to being a person. As the winner of 14 majors and 71 PGA Tour events, sometimes Tiger can come off as more robot than human. Just ask his fellow PGA Tour players. They often say that exact thing about Mr. Greatest-Of-All-Time. Now, some of that is just Tiger’s personality, but some of it is his desire to be exceedingly intimidating on the course. I’m not saying he changes that–it’s what makes him nearly invincable on the course. I’m talking about his off-the-course persona. Why not take advantage of opportunities to interact with your fans? He has some opportunities. What about a “Beat Tiger” tour with EA Sports and TW 2010? I’m not talking about the virtual event they hosted earlier this year. I’m talking about a live event with Mr. Woods in person. I mean, who wouldn’t want to go toe-to-toe with Eldrick with the chance–just the chance–you could beat him in that game and proclaim to your grandchildren that you “beat Tiger Woods in golf.” Or, why not play up his involvement in the First Tee Foundation more. It’s a tremendous organization and one that does wonderful things for younger golfers. I might encourage him to take on more First Tee public appearances as a chance to interact and teach–first-hand–the next round of golfers in our country.

Let’s get one thing straight. I’m still a huge Tiger fan. But, I’m concerned about him. Mostly because he’s such a big influencer and ambassador for the game of golf around the world–and to millions of kids (including mine). That kind of role and power comes with a pretty big responsibility. And I think it means he has to rethink the way he behaves and positions himself on the course and in the marketplace.

What do you think? Am I crazy? Way off-base? I’d love to debate this one.

7 Responses to “Does Tiger Woods need a brand refresh?”

Liz on November 30th, 2009

I agree with many of these suggestions Arik, and I think this is an interesting post. But I can’t say that I believe Tiger needs a brand refresh.

Tiger’s fans are crazy about him, swearing and club throwing and all. After going to the PGA Championship at Hazeltine this year and seeing the unbelievable fans that follow him from hole to hole has convinced me that Tiger has done just fine with his personal brand. And I truly empathize with him and his request for privacy. It has to be unbelievably difficult to maintain privacy at his level of fame and he has done quite well thus far.

While I think Tiger should clean up his act a bit and I, too, would love to see him open up a bit more and show more emotion, he really doesn’t owe us anything. He wants to be the greatest golfer of all time, and that is all. As far as I know, he’s never said he strives to be a great role model. He strives to be a great athlete. We may want him to be a role model, but that is not a priority for him. And we’ll still love him in the end, anyway. I do not see Tiger losing any fans from this. He has no obligation to open his private life to the public and I think people should be understanding of that.

It is clear that he is hiding something with this whole situation, but in the end it is really none of our business. If he is having issues with his family, his privacy should be respected. Like I said before, I can only sympathize with him here. If I were him, I’d want the media to back off.

Interesting thoughts here and I think it will make a good topic for debate. I will say that I totally agree about the most memorable Tiger moments, particularly that smile and laughter after the birdie vs. Rocco Mediate. Obviously I’ll still be a fan after all this. Cheers Arik!
david_schwab on November 30th, 2009

Arik,

An interesting post but I am not in agreemeent with it. If you want to create the ultimate brand, one that fits all target audiences, sells all products, etc. then yes, he needs to get a brand refresh.

But that is not Tiger.

Tiger is about global power, winning, focus, sports and determination. Those attributes work for business and athletes. He is not trying to win over people shopping in the grocery store (male or female).

All that said, time will tell if needs to do something…and TMZ will have a lot to do with that (i.e., will they find new stuff or not).
arikhanson on November 30th, 2009

Liz:

Thanks for stopping by and sharing your thoughts. I actually think Tiger does owe us something in this particular situation. He’s a public figure. Like it or not, her personal life is public fodder. It’s really a reputation management issue more than anything else. If he wants the swirling rumors to continue, silence is the way to go. If he wants to preserve his squeaky clean reputation, why not come out with the facts? In the end, most (if not all) fans will forgive him. Just look at the Kobe situation a couple years back.

But you’re right. He doesn’t “owe” us anything. But, I tend to think Tiger transcends golf. He’s not just a professional golfer. He’s a role model (again, whether he likes it or not). Especially for kids. And he’s a symbol of hope for many around the world. That warrants a different set of expectations in my view. So, I guess he doesn’t owe us anything. But, I would expect a whole lot more from Tiger Woods.

David:

I think Tiger has a larger responsibility here. He’s not just a golfer. He’s not Steve Stricker. He plays by different rules. I’m not sure he can just say “this is a private matter” and that’s the end of it. I have higher expectations of Mr. Woods–and I think a lot of other people do too. He also carries the weight of the golf community with him. So, again all the club throwing and swearing, that rubs off terribly on the game. Do sponsors care? Probably not all that much. But, as a fan and a consumer, I care. I care a lot. And, I’m the one buying those products and services. And, I tend to think there’s a growing number of people that agree with me. Maybe that number’s not in the millions yet, but I think it’s growing. That’s what’s at the crux of my argument. I think he’d be wise to address that. Winning cures all, absolutely. But, in the end, do you want to be known as Arnold Palmer or as Ken Green?

@arikhanson
Tom O'Keefe on November 30th, 2009

I agree with you Arik.

To play devil’s advocate: Are we asking Tiger to show emotion and open up, yet stifle his real emotion on the course? I know swearing, throwing clubs, etc. is unacceptable for a professional golfer, but every amateur can relate to frustration on the golf course.

Perhaps if he were to open up in a more positive way, we would understand his negative emotion on the course?

What do you think?
kwatt on November 30th, 2009

If I’m advising Tiger Woods, I would emphasize a few things:

1. This is not going away quietly. As a media center volunteer at the PGA last summer, I saw how the golf reporters seemed to be afraid of doing anything that would offend Tiger, so he can count on them ignoring it, or at least ignoring the tough questions. But the TMZ, Nat’l Enquirer crowd doesn’t care about being on Tiger’s good side, so they aren’t going to let this go easily. The more they perpetuate it, the more damage it can do to your brand.

2. If you cold pick a time of year to have a PR crisis, this would be the time. His season is over and he’s about to fall off the public radar until probably February. That’s plenty of time for people to forget about it IF he satiates their desire for knowing. Get it over with and off your plate before you resume your march to 19 majors.

3. If you are concerned about your privacy, addressing this issue now – in full – is the best way to maintain it. The more you withhold information, the more people will want to pry. It might seem counterintuitive, but remember he’s dealing with gossip media here. The transparent truth is the only antidote for their spew.

4. Do you want this hanging over your head at The Masters? Tiger’s sole focus is winning major championships. Don’t give people a reason to gossip and speculate about your wife’s visibility at major tournaments. To have this hanging over his head is a distraction he doesn’t need.

I would draw a comparison to what Matt Entenza faced in his 2006 campaign for Attorney General. Allegations surfaced about him digging for dirt on an opponent, which he denied and tried to cover up. Then, the cover up caught up to him and he had to drop out with his image in tatters. He disappeared for a while to let people forget, and now he’s a serious candidate again.

Tiger is in the same situation. It’s easy to say from the outside, not being in the heat of Tiger’s bubble, but he has to treat this like any other PR crisis. Get YOUR word out, get it over with and move on so that by the time his 2010 season begins this is old news. Don’t be silent, and whatever you do don’t lie or mislead.

(By the way, I got to see Tiger’s posse work a little bit at the PGA, and I’ve got to say it would be the best job on the planet, even now.)
George Fiddler on November 30th, 2009

Nice post, Arik, and no, you’re not way off-base. Although, I will agree with Tom that any amateur golfer can tell you how damn frustrating the game is. I think I still have a loft wedge hidden somewhere in the trees at Hiawatha’s course. Tiger’s not going to change on the course, and in a way, I think him swearing and being so competitive shows how much he cares and people dig that about him. I know that a) I love guys like Tiger and KG showing their emotions and frustration and b) that I get upset when athletes don’t seem upset when things aren’t going well. It makes me think that they’re just it in for the money and don’t care about the competition. That’s from a fan’s POV and a marketer’s – as a sponsor, I want a guy who wears his emotions on his sleeve out on the course and is passionate.

But this story is interesting to me for many reasons. You have got to think that there are people in a war room somewhere debating whether it is worth the hit to Tiger’s brand or not for him to come out and say what happened. If he was unfaithful and there was a domestic dispute is it worth it to come out and admit it in a news conference? To that, you’ve got to say look no further than Kobe Bryant, which you actually did above. But Tiger is bigger than Kobe, maybe Elin isn’t on board like Vanessa was, it’s not worth the risk, etc. There are several reasons why they’re concerned. The key here is that by him being quiet, people will assume the worst, thinking that “if it’s no big deal come out and say so.” But the public hates being lied to, even more than being kept in the dark. Look at Steroid Row to Congress in 2005.

Lastly, Maybe I’m way off-base here, but the wording “alcohol was not a factor” puzzled me. Those words were chosen carefully. They didn’t say “Mr. Woods’ blood alcohol level was zero,” they said what they said. Not trying to be a conspiracy theorist, but just thought that was odd. Either way, it’ll be interesting to see how this one unfolds..
Eric Rislove on December 1st, 2009

Arik, huge topic. This is a riveting situation, especially for a Tiger fan (which I am), Tiger consumer (everything should be Nike) and amateur media observer.

I’m not a PR pro, but I am in sales so I’m constantly spinning. That said, I’d like to make a couple comments, so here goes…

- Tiger can do whatever he wants on the golf course. He’s the best player in the world and he’s electric to watch because of who he is on the golf course. Golf tournaments are a great substitute for Ambien without Tiger. When Tiger’s not playing everybody complains about the robots on the PGA Tour. Sure, when my kid throws his club, I’m gonna be PO’d at Tiger, but it’s not Tiger’s job to parent my kids. They probably would have lobbed that 9-iron anyway. Golf is hard.

- I heard a PR expert on CNBC say that it was a 1980’s PR tactic to spill your guts early so the heat would go away. He also said the super-famous, like Tiger, are better off staying quiet. I couldn’t disagree more. Tiger doesn’t owe us an explanation, but he should give us one if he really wants that privacy he so covets. In my fantasy, I tell Tiger to come clean on some items that are already assumed anyway. Then give us one nugget about the other woman. If there is another woman, come clean, people forgive once you admit. If there really isn’t another woman, say so. If you say it in person, we’ll believe you over the TMZ-trash.

This story has the elements to hang on for a while. Huge star, sex, denials. If Tiger wants to control the situation, a written statement on HIS website condemning the irresponsible media ain’t gonna cut it.