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The Tiger in the Rough
Posted on December 11, 2009 at 1:25 pm
Tiger Woods was recently quoted as saying, “I’ve learned you must tell the truth; just not the whole truth.” But it appears the whole truth is coming out and, probably, then some as freeloaders get on the bandwagon. Who can be certain? If Kobe Bryant, Michael Jordan and Bill Clinton, plus any number of other superstars, are predictive of the future, Tiger will be just fine.
But it does reinforce the fear every marketer has of hitching their brand to a star. Dead stars are far better, but even they get on the leader board with disturbing news about alleged misdeeds before the grave. What we’re learning, however, is the American public is becoming a bit more resilient and thus their stars return. Because we need our stars to have something to reach for. Sex is human while marriage is also a sacred oath. This battle of Human v. Divine won’t be over soon.
Meanwhile, let’s get on to more important things. The Redskins keep losing in spite of remarkable efforts…
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Burkey Belser
Burkey Belser, president and creative director, pioneered legal services marketing. He has been quoted on brand design topics by dozens of industry publications and is highly rated as a speaker on topics from branding to information design.