Beloved Brands Explained

What’s your view on Tiger Woods as a brand? #1 in golf, #1 in endorsements (again)

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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.  tiger-woods-excitementWhat 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.  tiger2

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.  

To read more about how the love for a brand creates more power and profits:

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  2. How to Write a Brand Plan:  The positioning statement helps frame what the brand is all about.  However, the brand plan starts to make choices on how you’re going to make the most of that promise.  Follow this hyperlink to read more on writing a Brand Plan:  How to Write a Brand Plan
  3. Consumer Insights:  To get richer depth on the consumer, read the following story by clicking on the hyper link:  Everything Starts and Ends with the Consumer in Mind

I run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

To reach out directly, email me at

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.  Im 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 so we can stay connected.

Beloved Brands in the Market

The Most Beloved Celebrity Brand is Betty White!

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I Love this TV ad.

In a recent poll, Betty White beat out the likes of Oprah, Kate Middleton, Denzel Washington and Tom Hanks for the most loved celebrity.

The comeback for Betty started with the 2010 Super Bowl Ad for Snickers, where she was tackled during a game of football.  In most polls, that TV ad won “Best Super Bowl Ad”.  

Grassroots Facebook page generated 500k people, and convinced NBC to make Betty the SNL host.

From there, a grassroots campaign on facebook was started to start a petition to get Betty White to Host Saturday Night Live.   With 500,000 members (myself included), NBC confirmed she would host.  The show was the highest rated SNL in the previous 3 years.  In her opening monologue, White thanked Facebook and said  “I didn’t know what Facebook was, and now that I do know what it is, I have to say, it sounds like a huge waste of time.”  Betty was everywhere:  Larry King, Late Night TV, and got her own TV show called “Hot in Cleveland”

Sue Anne Nivens was a great character among many on Mary Tyler Moore in the 70s.

At the age of 89, Betty was able to generate $3 Million from all the activity generated from her new claim to fame, which added to her Net Worth of $18 Million.   Unless you’ve got a darn good pension of some amazing stock swings, none of us will be earning that amount at 89!   It’s her 4th comeback in a long career that started as a model in the 40s. She was big in the early days of TV, with her first Emmy nomination in 1951.   She then played Sue Anne Nivens on the Mary Tyler Moore show in the 70s, where she won three Emmy Awards then played Rose on the Golden Girls in the 80s.  It even makes her more loved to know that Bea Arthur hated her.   Heck, she won her first Lifetime Achievement award back twenty years ago.

What is it about Betty that we like?   She has that sweet demeanor,  yet she’s quick witted and sharp-tongued, which makes it come out so unexpected.   Most of us have a Grandmother like that.  She called Sarah Palin a “crazy bitch”.   When told that 500,000 people signed the Facebook petition she said “my god, that’s more people than I’ve dated”.  And of course, only she could have said “Why do people say Grow Some balls?   Balls are weak and Sensitive!  If you really wanna get tough, grow a Vagina!  Those things take a pounding”.  And “I’ve always liked older men. They’re just more attractive to me. Of course, at my age there aren’t that many left!”

For those wondering who else is on the list:

Most Beloved:

1. Betty White – 86% Favorable
2. Denzel Washington – 85%
3. Sandra Bullock – 84%
4. Clint Eastwood – 83%
5. Tom Hanks – 81%
6. Harrison Ford – 80%
7. Kate Middleton (Duchess of Cambridge) – 79%
7. Morgan Freeman – 79%
9. Will Smith – 77%
10. Johnny Depp – 76%

And those on the Mot Hated List, Paris Hilton and Charlie Sheen head up that list:

Most Unpopular

1. Paris Hilton – 60% Unfavorable
2. Charlie Sheen – 52%
3. Britney Spears – 45% (tie)
3. Kanye West – 45% (tie)
5. Arnold Schwarzenegger – 44%
6. Tiger Woods – 42%
7. Kim Kardashian – 38%
8. Mel Gibson – 33%
9. Donald Trump – 31%
10. LeBron James – 29%