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Monday, December 14, 2009


Dumping Tiger Woods

Everyone is "jumping and dumping" these days when it comes to Tiger Woods; Jumping in the sense of "Jumping on the Bandwagon", and Dumping in the sense of the fact that anyone of the corporate leeches who have been feeding off the Marketing possibilities of this Megastar Celebrity of International Golfing.

Pic left; Woods at the Accenture Match Play in Marana, Arizona
I myself find it pretty sick how people who have been intimate with him are rushing to get on the bandwagon and air their criticisms of Tiger Woods. No one seemed to be saying a word until he suddenly crashed his car in his own drive (i wonder if someone cut the brake cable?). The amount of persecution going on with Mr. Woods makes it look like he's been set up more than anything. Rome took a long time to fall, but Tiger Woods' interests are going down on all sides and falling like a stack of dominoes!


The National Enquirer publishes an alleged affair with Rachel Uchitel before  he crashes his car, with hardly any viral effect at all. Then the car crash happens and all of a sudden, not only this case goes viral, but a host of other women and alleged affairs crop up! If you can't call this a gravy train then i don't know what is. (remember people get big money in the U.S. for stories like this). pic left; Rachel Uchitel (ap pic).
 after the Rachel Uchitel affair began circulating, the rest of the alleged affairs  followed; Jamie Jungers, a Las Vegas cocktail waitress , Mindy Lawton a 33-year-old waitress, Cori Rist, is a 31-year-old blond, Holly Sampson and Joslyn James,  36 and 32 year  old porn stars (in that order),  27 year old Kalika Moquin , and call girl Loredana Jolie. Now Tiger's business interests and relationships are falling to pieces and he is being dumped by his associates as well as his personal contacts because of the damage occuring to his Public Image;

The latest group to start up the dumper-truck and get into gear pushing tiger off the edge of establishment into the rubbish pile of public demeanour is Accenture
Accenture is a consulting and outsourcing agency who has been using Tiger Woods' Celebrity status for years in their Service Marketing. Tiger even appears on some of their Stationery; so deep is their intertwinement with Tiger Woods when it comes to how deep they have relied on a single person to increment their Marketing Power. In my opinion, resting such a great deal of your Corporate Status on one person, in additon to the fact that that person being a Celebrity and not a Corporate Manager, for example, is anyway rather risky and unlikely to be much of a long term thing.

Reason being that Celebrities have their ups and downs, and are usually never to far from the precipice that leads to the Fall from fame and popularity. Considering this, i find it rather amazing that they have even managed to get as long a Time period out of his image as they have; Six Years, namely. the relationship between Accenture and Tiger Woods was also rather unconventional in the sense that, although Woods was recieving monetary funds from various companies registered with Accenture (such as Nike and EA), Woods was not in the habit of actually publicly endorsing any of these products or companies. Inplace of this, Woods was used to become the Frontman of the Band, so to speak. Accenture managed to use Tiger Woods as a surrogate for a real profile description of their services. Many of their advertising campaigns for their services didn't even describe what their policies were for their outsourcing, technology and management services were; Instead, they simply used Tiger Woods' image as their visual message, alongside non-descriptive obscure one liners such as "The road to high performance isn't always paved". 
Well, now that Accenture have begun to panic in the face of the witch-hunt like persecution of Tiger is on the rise, with condemnations coming from all sides, be they professional or personal, and have decided to join the dumping party and drop their relationship with him, they are going to find themselves hard put to extricate themselves from the situation. reason being that they have hedged all their bets on Tiger as their sole manner of professing their Marketing capabilities. Putting all your eggs in one basket has always been a risky business and a potential cause of regret however you look at it. They are going to have to dig out all their promotional data, be it their promotional videos, stationery, powerpoint shows etc, and start anew. Apart from this they are going to have to design a new strategy, hopefully (for them) without any reliance on any kind of individual in order to establish their Corporate Identity.
One shouldn't have to say that this should teach a great lesson to the Cormporate Marketing world, that reliance on a Celebrated individual is too risky, as to be honest, anyone with a brain should know this fact from the start. To be fair it is perhhaps forgivable that the mistake was made, considering the fact that Tiger Woods isn't a Rock Star or a Hollywood actor, rather a Golfer. Golf is not a sport which is riddled with scandal and usually has quite a stable image as far as the personalities within the scene are concerned. But still, you shouldn;t put all your eggs in one basket, even my Old Grandma knows this (she always told me not to do such a thing, and i don't).
Their Dumper-Truck seems to be quite a sporty model though, as if you visit their website you won't see Tiger Woods on the page at all. I wonder how much rushing around is going on in the offices there right now.

My opinion; I don't care what Tiger did or didn't do - hes still a great golfer. He's just a Human same as all of us and shold not be so persecuted. Look at Bill Clinton's admitted affair; he came clean and apologized and all was well, the people forgave him and he stayed in office. Let's do the same with Tiger Woods and let him have some of his life back.
Related Quotes;
“Most [companies] don’t invest or put all their eggs in one basket like this, We now see it takes only one scandal to make all the cards tumble" (Nina Lentini; Media Post Marketing).

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