Marketing Spoonful

Brands and brand managers can learn a lot from Tiger Woods.

He’s arguably the strongest, most inspiring brand in sports today, if not history. Time will tell if he is one of the most enduring brands, but there’s certainly no doubt that Eldrick “Tiger” Woods has had as great an impact on his sport as any athlete in any sport. He’s right up there with Bill Russell, Cal Ripken, Jr., Michael Jordan, Jack Nicklaus and Pele.

It’s easy to recall the moments that have made Tiger great. And it might be easiest to just remember the simple, seemingly effortless string of victories he has posted throughout his record-breaking career. But some of Tiger’s most formative moments have occurred under extreme duress. Watching him limp through a final round and into an eventual playoff win over Rocco Mediate at last year’s US Open is one of many Tiger moments I will never forget. Seeing how Tiger recovered so inspirationally from the tragedy of losing his father, mentor and coach Earl Woods is another testament to Tiger’s fortitude and determination.

Amazingly, it is these tough tests that have made Tiger who he is: one of the greatest athletes and athletic brands of all time.

It was impossible to believe that Tiger wasn’t going to hold off upstart YE Yang at this past weekend’s PGA Championship at Hazeltine. But the putter let Tiger down. He shot his second-worst final round in a major as a professional and got beat by the 110th-ranked player in the world.

But perhaps the greatest performance was how Tiger comported himself after the final round. He really took the loss well, apparently forgetting that it was his chance to tie a record with a fifth PGA Championship win. He admitted that he putted poorly and observed that he hit a lot of great shots during the round. He just got beat.

So what can marketers learn from the greatest golfer in the world?

First, admit your mistakes. I can’t think of a single disaster that isn’t handled best when handled in an open, honest and up-front manner. Sure, we know you’re going to spin some things to your benefit, and that’s cool. Hey, that’s marketing. But take a lesson from the way Jack in the Box handled its ground beef debacle in 1993. Don’t model your PR program after FEMA in the wake of Hurricane Katrina.

Second, know your strengths and weaknesses. Even at the toughest, rawest moments of his tussle with Yang yesterday, Tiger stayed within himself, as they say. He played his game. He didn’t push himself to take ill-advised shots or unwise risks. Marketers are too good at throwing good money after bad and trying to copycat competitors. Take a lesson from Tiger and be yourself.

Finally, remember that you’re never too good to stop trying to improve yourself. Tiger hits thousands of golf balls every week and never takes a day off. Even the best need to practice. Read everything you can get your hands on and get out and meet lots of people.

Tags: brand management, Branding, food marketing blog, Marketing, marketing lessons, PR, practice, public relations, Tiger Woods