Why are we so mad at Tiger? The Kobe Principle.

By now almost everyone knows about Tiger Wood's marital problems. The story has been plastered across every major news outlet around the country, he’s gone on ESPN and publicly apologized for his actions, he’s gone to rehab, and on and on. The question is “Why are we so mad at Tiger Woods?” Are we mad at Tiger because he had the affairs, because he initially lied about it, his family situation? I don’t think any of these is the main cause for why most of us are so upset about the situation.

Tiger is a brand. Yes, I know Tiger is a person, but he is also a brand, what he wears, what he plays with, and what he says and does are his brand. Professional athletes are brands, they are their clothing styles, their shoes, and their charities, you believe in what they sell because they are essentially open, they are on TV, they tweet, they do radio interviews, they have a Facebook page you understand who they are as a brand better than say Nike or Reebok because they speak with a human voice, and to us rather than at us.

A big part of Tiger’s brand is about who he is. Tiger works hard, he practices constantly, he takes the game very seriously, he isn’t a showboat or smack talker, and he’s consistent and trustworthy. We believe in Tiger because he is a by the book, never in trouble kind of athlete, he does what he says, and portrays himself as an upstanding individual. This is why we are so damn angry with him.

We collectively trusted Tiger, we believed in his image, we feel betrayed. Oh we will get over it we will still buy some Tiger products, but not as many. We will have a harder time believing what he tells us, sure he will still probably be one of the best golfers of all time, you can’t take that away from him, but collectively we wont care as much, he will just become to an extent another great golfer on the tour, and if I was the head of the PGA this would scare me. Tiger was the one guy we could all collectively cheer for and get behind, who can take his place, who is as exciting?

 Tiger didn’t follow the Kobe Principal. The Kobe Principal is this: When your image is based upon your work ethic and character, both inside and outside the industry you’re in, if you betray that you can never get it back and will forever be relegated from a superstar in our hearts to just another great player.

Don’t get me wrong both of these guys are superstars in their fields and both will be immortalized for their talent, but in the court of public opinion they will never be thought of in the same light as the other greats in their field, not for lack of talent but lack of integrity. If this had been John Daly or Allen Iverson we may have been upset by their actions, but we wouldn’t quit following them, we wouldn’t quit buying their products, because they have never portrayed themselves as having a sterling character. Is that right or wrong? That is their brand, that is who they are and we have accepted them as flawed individuals, which is what makes them exciting.

What is your personal brand? How do you present yourself to the world? Think about what you have done, what you can do. How can you present that as your resume to the world? Are you promoting yourself enough, and how are you doing it? What is your personal brand based on?
 
Leave comments let us know about your brands, or your thoughts on Tiger.