June 13, 2013
What’s your view on Tiger Woods as a brand? #1 in golf, #1 in endorsements (again)
As they are about to tee off at this year’s US Open, the question remains simply: Will Tiger Win? Even if you hate Tiger, you’re probably asking that. Tiger has had 4 years of no majors. He’s been a complete collapse in front of our eyes. He’s been a complete idiot, his wife left him, sponsors fired him. And yet, now he’s back to #1 in golf and incredibly back to #1 in endorsements. He’s certainly not as popular as he was before the incident, at least among the masses. But while there are less Tiger Fans, the depth of love the fans that remain is even more intense. And for any brand, you’d rather be loved by a few than tolerated by everyone.
From 1997, Tiger Woods was the media darling. What a great story.
- His dad was a green beret and taught Tiger all the discipline of the green berets, which Tiger then transferred into the world of golf.
- The video clips of him as a 3-year-old hitting the driver on the Mike Douglas show. Cute kid, who knew he’d one day wind up being TIGER WOODS.
- He was a 3-time US Amateur Champion, a teenager, wearing shorts, skinny, hitting it longer than anyone else.
- Run-away winner of the Masters at 21-years old. With that win, golf got younger, cooler and more urban.
- Tiger signed with Nike of all companies. A cool new line of clothing, cool golf balls and amazing TV ads.
- Every time Tiger was playing in a golf tournament, the TV ratings went through the roof. What you may not realize is the TV network will show every shot that Tiger takes–and likely even cutaway to him arriving and hitting on the range about 3-4 times.
- He was the #1 golfer, indisputably the best ever. Other superstars (Ernie, Phil, David, Sergio) were intimidated and would collapse in fear. By 33, Tiger had 14 Majors, and destined to easily destroy Jack’s record of 18.
- He had an impeccably clean image. He was completely wholesome all-american. He was married to a Swedish Model who was a nanny, he had two darling kids. He was nearly flawless. Yes, he was intense on the golf course, but all was forgiven.
This was a bit like Jack Kennedy, where the writers had suspicions, yet no one knew.
The Comeback Story
America loves a comeback story. Tiger’s Comeback wasn’t exactly smooth. Following his indiscretions that led to the divorce and the sex addiction clinic, Tiger would get far worse before he’d get better. On the course, he was a disaster, duck-hooking, missing short putts, missing cuts and collapsing when he looked like he might win. Off the course, Tiger was a first class JERK. He was rude to fans and reporters. Temper tantrums. He fired his long time Caddy. He fired his swing coach. The wholesome Tiger, who was the face of golf, was now the rude Tiger.
Tiger was a lousy golfer in 2010 and was just OK in 2011. He kept changing his swing. Even the naked eye could see what was wrong with it. At times, it looked like Tiger was done. Late 30s now, might never catch Jack and looking like he was struggling. By 2012, there were signs of Tiger was returning to form. He won a few tournaments, was in contention in the majors. And by 2013, Tiger is back to being Tiger. He’s won more than anyone this year, looks back to his dominant self. Yet he still hasn’t won a major.
Do you think Tiger will win 5 more majors and beat Jack? Time is ticking.
And as of 2013, Forbes has just announced that Tiger is now the #1 on Forbes’ annual ranking of the world’s highest-paid athletes. Forbes estimates that Woods pulled in $78.1 million over the last year from prize money, endorsements, appearance fees and golf course design work. After the incidents of 2009, he lost five sponsors, $50 million in annual income, his place atop the world golf rankings and his marriage. His resurgence on the links boosted his prize money over the last 12 months to $13.1 million, double his total from the prior year. His endorsements include EA sports, Nike, Rolex, Upper Deck, TLC Eye Centers, NetJets, Japan’s Kowa and sports nutrition firm Fuse Science.
Nike was heavily criticized this spring for an ad they took out:
What’s the Brand Lesson Here?
From 1997 to 2009, Tiger was popular among the masses. When he was on TV, non-golf fans would grab a beer and watch. He was liked by nearly everyone. After 2009, he was an embarrassment and sponsors ran. No one seemed to like him. Those that loved Tiger loved him quietly, and were frustrated by his poor on course performance.
I’m not in the Tiger club. But i can feel those around me that are. I can hear and feel the intensity. And the intensity of those hoping he loses is fading.
As we’re now in 2013, Tiger is back. While not everyone likes him now, we can certainly see he has a core base of fans who LOVE him. Tiger’s brand promise has been simplified to winning golf. He’s not trying to be a great guy. He’s trying to be an OK guy. But the fans of Tiger just want to see him win. They know he’s personally flawed and they really don’t care. They are inspired to see the best golfer of all time. It is always far better as a brand to be loved by a few than liked by everyone. That love becomes a source of connection with core fans and a source of power for the Tiger brand. With brand power, Tiger has been able to drive added revenue for himself off the course. More shirts, more video games and more watches. If Tiger wins a major and continues to be “an OK guy”, I suspect we’ll see a few main stream endorsement deals for Tiger.
Tiger 2.0 is Loved by a few not liked by everyone.
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To read more about how the love for a brand creates more power and profits:
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About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand. I only do two things: 1) Make Brands Better or 2) Make Brand Leaders Better. I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth. And I love to make Brand Leaders better by sharing my knowledge. I’m a marketer at heart, who loves everything about brands. My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke. My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.