Tiger Woods: Seven Lessons on Tarnishing a Platinum Personal Brand

Posted on December 15, 2009 WRITTEN BY Hajj E. Flemings
Published in Celebrities Personal Branding
40 Comments

Tiger_Header_Platinum_web

Does platinum tarnish?  The answer is no, due to it’s high purity which is the way most people felt about Tiger Woods personal brand, that it could never be tarnished.  He has been the embodiment of focus, drive, and winning.  The world’s first billion dollar athlete who until November 25th had a seemingly impeccable reputation that most people and brands admired and envied.

Sponsorship Impact

  • 80-90% of his annual earnings are from endorsements.
  • His approval rating has dropped 18%.
  • Gatorade, Accenture, and Gillette sponsorships dropped.
  • Pac-10 has pulled their ad with Tiger Woods.

Seven Lessons all Personal Brands can learn from the Tiger Woods Situation

  • Be Authentic: A personal brand should not be a make believe image that you cannot live up to.  Whether you are a billion dollar athlete or not packaging your personal brand in away that is consistent with your lifestyle is important.
  • There is always somebody watching: We live in a digital world that is online 24/7 that archives every step of your digital footprint.  Understand everything you do will come to light so live your life as though everybody is watching. When the public makes you how you are, you sacrifice your privacy for brand equity, fame, and fortune.  Remember your personal brand cannot be compartmentalized.
  • Reputation is NEVER more important than Character: What is more important reputation or character?  Tiger is the poster child for impeccable reputation.  Reputation by definition can be distorted which was clearly the case for Tiger.  Strong character can be developed.
  • Who in your inner circle?: Do you have a person or people who are not bought, not “YES” people, but individuals who are capable of giving you sound advice.  “YES” people make you feel good that will literally destroy your life and your brand.  You need people around you who will help you to stay accountable especially as your influence and personal brand grows.
  • Understand the 30-Second Rule: How long does it take to build a strong brand?  It takes a lifetime to develop a strong reputation and 30-seconds to destroy it.  Think before you act.
  • Where is your Focus?: Whatever you focus on is what will grow.  What you focus on creates actions, those actions create habits, those habits are the foundation of your personal brand.
  • What is your Personal brand Connected to? As your personal brand grows and your influence expands your every decision impacts future opportunities, future earnings, and the strategic partners you are connected to.

Conclusion

Will Tiger continue to make money?  The answer to that question is yes.  Has Tiger Woods personal brand been tarnished?  Absolutely.  Can it be restored?  Absolutely.  The strength of our personal brands are determined by our character, which is a product of our habits.  If you don’t want to Tiger your personal brand think about the seven lessons that I have listed and the value of your character.


Published in Celebrities, Personal Branding

Hajj E. Flemings

Author: Hajj Flemings is the founder of Brand Camp University . He has been featured on Fox 2 News (http://bit.ly/Hajj_Fox2News), ESPN.com and BusinessWeek.com on the subject of Personal Branding. His clients include Walt Disney, Ford Motor Company, Skechers Footwear, U.S. Department of Defense (Telecom Division). He has spoken at Iowa State University, Davidson College, University of Michigan and numerous colleges and universities around the nation on personal branding, social media and career development to crowds of 3,500 plus.

  • http://topsy.com/tb/bit.ly/4y6bx7 Tweets that mention Tiger Woods: Seven Lessons on Tarnishing a Platinum Personal Brand | Brand Camp University – Personal Branding 2.0 — Topsy.com

    [...] This post was mentioned on Twitter by Hajj Flemings and Michael McClure, BrandCampU. BrandCampU said: RT @HajjFlemings: Tiger Woods: 7 Lessons on Tarnishing a Platinum Personal Brand. http://bit.ly/4y6bx7 #personalbranding [...]

  • http://www.ubervu.com/conversations/www.brandcampu.com/2009/12/tiger-woods-seven-lessons-on-tarnishing-a-platinum-personal-brand/ uberVU – social comments

    Social comments and analytics for this post…

    This post was mentioned on Twitter by HajjFlemings: Tiger Woods: Seven Lessons on Tarnishing a Platinum Personal Brand. http://bit.ly/4y6bx7 #personalbranding…

  • http://vincenthunt.posterous.com Vincent Hunt

    Incredible post Hajj,

    What I like MOST about this post is that you are giving me (us) a different view of the Tiger Woods “saga”. You are clearly giving insight to the underlying theme of the whole incident (personal brand) and giving us a true to form “heads up” warning about the fragile nature of our brands. This post is not only insightful, but it’s meaningful and packed with value.

    Thanks for the contribution!!

    Vincent Hunt

  • http://vincenthunt.posterous.com Vincent Hunt

    Incredible post Hajj,

    What I like MOST about this post is that you are giving me (us) a different view of the Tiger Woods “saga”. You are clearly giving insight to the underlying theme of the whole incident (personal brand) and giving us a true to form “heads up” warning about the fragile nature of our brands. This post is not only insightful, but it’s meaningful and packed with value.

    Thanks for the contribution!!

    Vincent Hunt

  • http://altaeeblog.com Mohammed Al-Taee, PMP

    Did you mean attitude by the character?

    As for sport athletes, I think its important to have good reputation in addition to have good character. It could be not that important as for business people or leaders but it the same as character.

    Thanks!

  • http://altaeeblog.com Mohammed Al-Taee, PMP

    Did you mean attitude by the character?

    As for sport athletes, I think its important to have good reputation in addition to have good character. It could be not that important as for business people or leaders but it the same as character.

    Thanks!

  • http://hajjflemings.com/ Hajj E. Flemings

    Mohammed,

    To answer your question, character is who you are when no one is watching, it is the real you. Reputation is who people think you which is important and should be managed. As a society we spend more time on creating what we believe is important to others versus defining who we are according to a set of values that we live by.

    Strong character can be developed and is important for every person regardless of their industry. It is a high topic for athletes, politicans, and entertainers because they are in highly visible industries.

  • http://hajjflemings.com/ Hajj E. Flemings

    Mohammed,

    To answer your question, character is who you are when no one is watching, it is the real you. Reputation is who people think you which is important and should be managed. As a society we spend more time on creating what we believe is important to others versus defining who we are according to a set of values that we live by.

    Strong character can be developed and is important for every person regardless of their industry. It is a high topic for athletes, politicans, and entertainers because they are in highly visible industries.

  • http://hajjflemings.com/ Hajj E. Flemings

    Vincent,

    Thanks a million. I didn’t want my post about mistresses, prenups, or gossips I wanted to use the Tiger situation as a learning lesson. What happen to Tiger could happen to anyone with power and influence if you start reading your own press clippings. I always try to add value.

  • http://hajjflemings.com/ Hajj E. Flemings

    Vincent,

    Thanks a million. I didn’t want my post about mistresses, prenups, or gossips I wanted to use the Tiger situation as a learning lesson. What happen to Tiger could happen to anyone with power and influence if you start reading your own press clippings. I always try to add value.

  • http://altaeeblog.com Mohammed Al-Taee, PMP

    So Hajj, Do you think Woods didn’t spent enough time building his character because his concern was the people around him and the game? Whats your suggestion to overcome that, I mean what do you advice others in order to balance finding YOU and managing reputation?

    P.S. Can you add the option to follow up comments via email?

  • http://altaeeblog.com Mohammed Al-Taee, PMP

    So Hajj, Do you think Woods didn’t spent enough time building his character because his concern was the people around him and the game? Whats your suggestion to overcome that, I mean what do you advice others in order to balance finding YOU and managing reputation?

    P.S. Can you add the option to follow up comments via email?

  • Kathleen Norton-Schock

    Hajj:
    This is an awesome post.
    Simply, thank you.
    May you always inspire strong characters.

    Happy Holidays.

    Kathleen

  • Kathleen Norton-Schock

    Hajj:
    This is an awesome post.
    Simply, thank you.
    May you always inspire strong characters.

    Happy Holidays.

    Kathleen

  • http://hajjflemings.com/ Hajj E. Flemings

    Kathleen,

    Thanks for stopping by and commenting on this blog post. I always love to share on the topic of character. You enjoy your holidays as well.

  • http://hajjflemings.com/ Hajj E. Flemings

    Kathleen,

    Thanks for stopping by and commenting on this blog post. I always love to share on the topic of character. You enjoy your holidays as well.

  • http://www.digitalweddingforum.com/blog/finally-a-tiger-woods-article DWF » Blog Archive » Finally! A Tiger Woods Article

    [...] about golf or cocktail waitresses, it’s about branding.  Brand Camp University’s Tiger Woods: Seven Lessons on Tarnishing a Platinum Personal Brand focuses on maintaining your personal brand.  If you are trading on your name you have to maintain [...]

  • http://realurl.org/twitted.php?id=6696906891 Twitted by maltaee

    [...] This post was Twitted by maltaee [...]

  • http://altaeeblog.com/authenticity-wins-in-personal-branding-competition/ Authenticity Wins in Personal Branding’s Competition

    [...] HajjFlemings wrote in Seven Lessons all Personal Brands can learn from the Tiger Woods Situation: [...]

  • http://www.lovestaci.com Staci J. Shelton

    Thanks so much for this brilliant post, Hajj. So many people are ignoring one crucial thing you’ve stated, which is, “reputation is never more important than character”. I don’t care how much talent you have, or who people “think” you are, it’s character that will carry you.

    With Tiger getting the AP Athlete of the Decade listing, I’m not sure that some people get it. Stay tuned…

  • http://www.lovestaci.com Staci J. Shelton

    Thanks so much for this brilliant post, Hajj. So many people are ignoring one crucial thing you’ve stated, which is, “reputation is never more important than character”. I don’t care how much talent you have, or who people “think” you are, it’s character that will carry you.

    With Tiger getting the AP Athlete of the Decade listing, I’m not sure that some people get it. Stay tuned…

  • BeautySchooled

    Thank you for posting this. With every “misstep” no mater how tragic there is always an opportunity for personal growth.

    I was so tired of hearing about the concubines and how Tiger ruined his image and blah blah blah… when what I really wanted to understand from a professional perspective was HOW on earth did something like this happen… and who was asleep on the job.

    Lesson #4 is probably one of the most important lessons to be learned here, surround yourself with people who not only get the job done, but people of moral integrity who will hold you accountable and will challenge you when you’re in the wrong.

  • BeautySchooled

    Thank you for posting this. With every “misstep” no mater how tragic there is always an opportunity for personal growth.

    I was so tired of hearing about the concubines and how Tiger ruined his image and blah blah blah… when what I really wanted to understand from a professional perspective was HOW on earth did something like this happen… and who was asleep on the job.

    Lesson #4 is probably one of the most important lessons to be learned here, surround yourself with people who not only get the job done, but people of moral integrity who will hold you accountable and will challenge you when you’re in the wrong.

  • http://hajjflemings.com/ Hajj E. Flemings

    Ms. B.,

    The media of course is going to focus on what makes the best story and basically Tiger is great for ratings. The big challenge for icons like Tiger is that they don’t live normal lives and in this case he got exposed, but the truth of the matter is that he isn’t the only one. Operating at the highest level off the court, field, or course goes back to how these individuals were socialized, their values, their inner circle, etc. I want to see Tiger recover as a person more than I do as a brand, because if he recovers as a person the brand will take care of its self.

  • http://hajjflemings.com/ Hajj E. Flemings

    Ms. B.,

    The media of course is going to focus on what makes the best story and basically Tiger is great for ratings. The big challenge for icons like Tiger is that they don’t live normal lives and in this case he got exposed, but the truth of the matter is that he isn’t the only one. Operating at the highest level off the court, field, or course goes back to how these individuals were socialized, their values, their inner circle, etc. I want to see Tiger recover as a person more than I do as a brand, because if he recovers as a person the brand will take care of its self.

  • http://hajjflemings.com/ Hajj E. Flemings

    Staci,

    People love focusing on reputation because they don’t have to deal with the root cause or develop true authentic substance. The lack of character cost companies and prominent people billions of dollars in lost revenue annual. The AP Athlete of the decade piece just confirm that over time this will just be a bump in the road for Tiger if he does the obvious make-over things. I am believing that Tiger the person will improve and become better.

  • http://hajjflemings.com/ Hajj E. Flemings

    Staci,

    People love focusing on reputation because they don’t have to deal with the root cause or develop true authentic substance. The lack of character cost companies and prominent people billions of dollars in lost revenue annual. The AP Athlete of the decade piece just confirm that over time this will just be a bump in the road for Tiger if he does the obvious make-over things. I am believing that Tiger the person will improve and become better.

  • Ralph Wilson

    Incredible post Hajj.

    I think Tiger Woods learned a valuable lesson, I really hope he come back from this but because of the extent of his transgressions it would be a little hard for him. He is forever tarnished but will always be one of the greatest golfers of all time.

  • Ralph Wilson

    Incredible post Hajj.

    I think Tiger Woods learned a valuable lesson, I really hope he come back from this but because of the extent of his transgressions it would be a little hard for him. He is forever tarnished but will always be one of the greatest golfers of all time.

  • http://hajjflemings.com/ Hajj E. Flemings

    Ralph,

    Thanks. I believe Tiger the brand will make a strong comeback, I am believing that his personal life can be straighten out. There is no disputing his talent on the golf course.

  • http://hajjflemings.com/ Hajj E. Flemings

    Ralph,

    Thanks. I believe Tiger the brand will make a strong comeback, I am believing that his personal life can be straighten out. There is no disputing his talent on the golf course.

  • http://realurl.org/twitted.php?id=6720528072 Twitted by Jfavreau

    [...] This post was Twitted by Jfavreau [...]

  • http://michael-jackson.celebritymonitor.com/coxsoft-art-news-michael-jackson-art/ Coxsoft Art News: Michael Jackson Art | Michael Jackson Celebrity Monitor

    [...] Tiger Woods: Seven Lessons on Tarnishing a Platinum Personal Brand … [...]

  • http://www.GoodLifeDiva.com/blog Kendra – Chief Diva

    Hajj
    I appreciate your perspective on this post. What I’m most glad to see is actually one of the comments you made above:

    “I want to see Tiger recover as a person more than I do as a brand.”

    Yes, Tiger will recover his fame on the golf course. Yes, some other tabloid story will move to the front of everyone’s minds. What’s most important is that he and his family be restored. What does it truly profit a man to gain the entire world and lose his soul in the process? Just my 2 cents.

  • http://www.GoodLifeDiva.com/blog Kendra – Chief Diva

    Hajj
    I appreciate your perspective on this post. What I’m most glad to see is actually one of the comments you made above:

    “I want to see Tiger recover as a person more than I do as a brand.”

    Yes, Tiger will recover his fame on the golf course. Yes, some other tabloid story will move to the front of everyone’s minds. What’s most important is that he and his family be restored. What does it truly profit a man to gain the entire world and lose his soul in the process? Just my 2 cents.

  • ALI

    Thanks so much for this arguable post ,

    But i want to ask an essential question , what are the factors that anyone can became a personal brand or celebrity ? how can we measure the value of personal brands ?

  • ALI

    Thanks so much for this arguable post ,

    But i want to ask an essential question , what are the factors that anyone can became a personal brand or celebrity ? how can we measure the value of personal brands ?

  • genesis

    Nice post Mr. Flemings,
    I do agree with you on this matter–the strength of your personal brand is determined by your character. I for one beleive that Tiger is forever tarnished.He may be a great golfer who continues to make money, but I don’t think he will be the dominant golfer from now on. He does need to straighten up his character on the golf course and be more professional. The Nike commercial was in very bad taste. I do beleive that his moral character is in conflict with his professional reputation. It continues to show…

  • genesis

    Nice post Mr. Flemings,
    I do agree with you on this matter–the strength of your personal brand is determined by your character. I for one beleive that Tiger is forever tarnished.He may be a great golfer who continues to make money, but I don’t think he will be the dominant golfer from now on. He does need to straighten up his character on the golf course and be more professional. The Nike commercial was in very bad taste. I do beleive that his moral character is in conflict with his professional reputation. It continues to show…

  • http://twitter.com/punkbranding Jeremy Waite

    This is an awesome article. I’ve read SO much on Tiger and written about him extensively on my personal branding blog, but few articles I’ve read have ever articulated so clearly what happened, and what lessons we can learn from him.

    Enjoy this little ebook I put together featuring the man himself…
    http://jeremywaite.files.wordpress.com/2010/10/top_20_jeremywaite1.pdf