Brand Authenticity: Tiger’s Tailspin

Brands must be authentic.    Great brands, like people, create positive enduring relationships based on their credibility and consistency.      While brands have always needed to continuously earn their esteem, social media now makes brand authenticity a mandate.     All eyes are watching your brand, and missteps are reported globally in an instant.    Keep it simple.    Make your brand authentic.

Lack of authenticity is what’s driving the unprecedented demise of the Tiger Woods brand.   His ‘brand truth’ is dramatically different from the carefully honed aspirational brand image.    And it was that faux brand image and esteem that made brand Tiger so ideal for corporate sponsorships.     Incessant media coverage and its exponential visibility in the blogosphere unearthed the size of brand Tiger’s lack of authenticity.     Post-media frenzy, his champion credentials will remain, but the ‘wonderful man’ imagery has been unveiled as a sham.      Brand Tiger’s demise is an extreme, but illustrative example, of the danger of lack of brand authenticity.     Last week, AT&T joined the growing list of multi-million dollar sponsors who really had no choice but to stop aligning their brand with Tiger Woods.    The financial value of the Tiger Woods brand is a fraction of what it was just a month ago.     Continue reading

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