Tiger: Sad to Say

Posted on December 14, 2009. Filed under: Crisis Management, Crisis Response, Inbound Marketing, Jazz, Public Relations Marketing, Social Media, Uncategorized | Tags: , , , , , , , , , , , |


This is a follow-up to my last blog post, Tiger Woods: A Social Media Perspective. I just watched yet another one of Tiger’s self-proclaimed ‘romantic interests’ interviewed on a national morning show, which got my Monday off to a pretty depressing start. Click on the music player to listen to an apt accompaniment, jazz saxophonist/composer Benny Golson’s poignant tune, Sad To Say.

Early on in what we now see as an ‘unraveling of the Woods brand’ his response to an emerging sex scandal appeared authentic based on his past history. It was my feeling that it would be his golf fans who would pull him out of this career ditch and that he would do well to further connect with them on social media. As he works to rehabilitate himself with his family and sponsors, this admittedly unsolicited advice could be even more significant.

Here’s why I think so. The central factor in this whole unhappy scenario is rebuilding trust. First and foremost, Tiger Woods broke trust with his wife and children through serial marital infidelity. The love of my life, Jeff Levine, is a talented and skilled psychotherapist who treats relationship issues including infidelity and sexual addiction. We’ve discussed this problem many times in the past few years as one politician or celebrity after another has offered emotional apologies, hied off to rehab or been out-and-out dumped by wronged spouses for similar behavior. I’ve learned from Jeff that overcoming the personality traits that cause people to flee from true intimacy/commitment to others and act out sexually can take many years. Sometimes the marital relationships survive and sometimes they don’t.

Business relationships can be easier to repair if monetary objectives remain aligned and public relations issues are overcome. But there’s a sense of coldness that’s emerged about Tiger Woods in all of this. From pre-nups to high-powered law firms retained to keep indiscretions out of the media to speculation about pay-offs to women for their silence, there’s a sickening quality to how Woods has used the wealth garnered through the mastery of his sport. What we wish to perceive as wholesome has somehow resulted in immoral license.

In what may be a helpful sign for the next phase of Tiger’s crisis, the Twitter stream has slowed long enough that I was able to capture a link to a post from Australian blogger Brian Giesen that presents a Nielsen Online Brand Association Mapping comparison of Brand Tiger before and after. I re-tweeted it and here it is again for all of you interested in marketing geekdom.

When I mentioned, above, who Tiger needs to rehabilitate himself with, I left out his fans. As I perused the #TigerWoods Twitter feed in the past few days, it’s the golf fans who are sticking by their man. They continue to focus on the best of him – his singular athletic ability – and to wish him well. It would be nice if he could summon some personal warmth and turn it toward them. The social Web giveth and it taketh away. It could also serve as a human laboratory for Tiger to learn how to assess, build and keep trust.

Although it’s written in a minor key, today’s tune resolves to a major, providing a hopeful sound. In addition to composer Golson on tenor sax, Art Farmer plays magnificent flugelhorn, Curtis Fuller is on trombone, Mickey Tucker on Piano, Ray Drummond on bass and Marvin “Smitty” Smith on drums. The album is titled The Jazztet – Real Time.

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