Tiger, Stand by Your Brand

James Carville likes to say that "No man stands so tall as when he stoops to kiss an ass," but I think he was talking about a sensible way to deal with powerful but extravagantly stupid people.

It's different with corporations.

Tiger Woods had no reason to apologize to me. Or you. If he felt the need to address the public, a simple statement would have sufficed quite nicely.

But the stage-managing of this non-press press conference suggests that the rationale had less to do with the public than with Tiger's business partners.

The tip-off -- as if one were needed -- came the day before the TV event, when Elin Woods emerged from her manicured seclusion looking like a model for Nike Soccer Momwear.

The only possible interpretation: Stand By Your Brand.

The event itself lacked credibility. We know this because in every Wall Street trading room I polled, the guys guffawed at Tiger's pledge to become a better man. Oh, he sounded sincere -- having painted himself into a corner, he has only this one chip to bet on -- and I think he was.

But sincerity is not the issue. Nor is the skill of his therapists.

The traders laughed because they know the truth for many --- if not most men --- is Chris Rock's insight: "A man is as faithful as his opportunities." As long as he's a house-husband, Tiger has none. Once he's out on tour.....

There's no way that Elin Woods, mother of two, can tour with Tiger. The only way he can be assured of maintaining sexual sobriety? A handler. A minder. A nanny.

Sending Tiger into the world with a 24/7 sex cop may successfully entomb him as a prisoner of desire. It may save his marriage. But, much more to the point, it will save the crazy huge profit Tiger generates for Nike.

Tiger Woods may be the world's greatest golfer, but in fifteen minutes of television, he forever established another identity --- the bitch of Nike.

 

Comments

[Dr. Belisa Vranich]

11:05 AM on 02/23/2010

Well said Mr. Kornbluth, well said. :)

[tracyherz]

09:36 AM on 02/23/2010

On the money as usual, JK.

[pilotsknob]

11:50 AM on 02/22/2010

It's amazing how the media and blogger pundits have now become experts in the field of Tiger Woods consumerism. Not only that, the pundits have also become sex therapists, drama critics, family value preachers and experts on what really is going on in Tiger Woods mind. You all remind me of pitbulls.

[hitt]

10:24 PM on 02/21/2010

Oh give the guy a break.

[Deborah]

05:36 PM on 02/21/2010

Is there a woman in America who would buy a product Tiger endorses for their husband or child?

[DavidWyld]

09:37 PM on 02/20/2010

Tiger is definitely needing to rescue whatever value his brand still has after taking this huge, self-inflicted hit. It may take years to get back to 50% of what he formerly earned in endorsements.

David

[outnow]

08:08 PM on 02/20/2010

Tiger's apologia was the most pathetic act I've ever seen. Nike corporate wanted him to crawl.

If the guy runs around with poor judgment, no shaperone will change his desire to monger.

It reminds me of a Clockwork Orange where a shock was delivered everytime an offender looked at a picture of naked women.

A 12-step program would have Tiger say, "I am powerless over my sexual addiction." "I have turned it over to the higher power."

Corporate America should apologize for what whores they are. Nike is a sweatshop for foreigner labor. What are they talking about morals for? Their image - which is false, trades on the character of a man who has no control over his own sexual desires.

Sports are sick, too, in case anyone hasn't noticed.

[carol]

06:31 PM on 02/20/2010

When he went into seclusion, he was criticized for not going public. Now, he's gone public and the public (press) is tearing him to shreds for it. The guy can't win. Frankly, I think a quick press release saying he is sorry if he disappointed his fans but the matter is private between him and his family...would have sufficed. If he goes back out on the course and plays great golf, all will be forgotten. He wasn't at all convincing making that emotional speech.

[realitytrumpsbull]

06:31 PM on 02/20/2010

Tiger's a corporate tool that's used HIS tool one too many times, a little too prominently, and all this screwing around off the course has finally affected his ability to represent the sport, and his sponsors ON the course. Of course, he could probably still get some sponsorships, hustler magazine, Trojan condoms, divorce services, auto body repair shops, but this isn't a question of Tiger standing by his brand anymore, it's whether companies and corporations that used to pay him millions of dollars every year to pose in pictures and act in commercials are going to stand by idly, and watch their brand be associated with somebody that can't keep their putter in the bag.

[Acidreign]

05:10 PM on 02/20/2010

Just Don't Do It

[Alexander333]

05:06 PM on 02/20/2010

When you agree to cash the checks from major corporations you represent - you make your downfall the public's business too. If his wife and children mattered to him most, why did he repeatedly choose to endanger Elin's life by potentially infecting her with AIDS from his reckless conquests? We will improve as a society when we address extreme narcissism otherwise we will continue to be the pawns for these master manipulators and the wide path of destruction they leave in their wakes will only grow. That "apology" was a robotic, insincere insult to everyone with a heart and a brain.

[bronceye]

03:58 PM on 02/20/2010

Nike needs Tiger more than Tiger needs Nike.

[oldgeek1]

01:34 PM on 02/20/2010

I guess, maybe TIger owned an apology to the sponsors and only because he wants to sucker them again for more millions. He certainly did not need to apologize to the public or his wife since the only thing he is sorry about is being caught and the public back lash that has hurt his pocket book.

Do I really think he is sorry about anything other than being caught, No.

[OneTop]

01:25 PM on 02/20/2010

Why is TW telling us - the public these things? I doubt very many of us have even met the man. Surely he doesn't expect those who are listening to believe any of this, does he?

The staged seating of Kathy Battaglia from TW enterprises on the right of Tiger's mother and on the left, Amy Reynolds of Nike at the faux news conference said it all.

He could of just as easily did a video conference with the BOD of Nike and any other sponsors he has left.

Pink Floyd captured it very nicely.
http://www.youtube.com/watch?v=8_anbEJsr6s

[OhgReaTone]

01:10 PM on 02/20/2010

Tiger's confession and apology are directed by misguided treatment professionals who have duped a man in desperate emotional distress at the potential loss of family. ...........

http://thefiresidepost.com/2010/02/20/brainwashing-tiger-woods-failures-of-addiction-therapy/