http://blog.dday.com/advertising/stuart/remorseful-tiger-woods/ dd|a rants and opinions Mon, 12 Dec 2011 16:15:49 +0000 hourly 1 http://wordpress.org/?v=3.2.1 http://blog.dday.com/advertising/stuart/remorseful-tiger-woods/comment-page-1/#comment-302 David Day Thu, 08 Apr 2010 22:19:06 +0000 http://www.dday.com/blog/?p=1685#comment-302 From a brand management and brand protection standpoint, this spot is freakin' brilliant. Nike just inoculated their brand by outing the issue early, and in a provocative manner. From this point forward the association between Nike and "the issue" is behind them. Imagine a typical spot featuring the "reborn Tiger" smacking a drive at The 2010 Masters. Can you say "denial"? By ignoring issues that plague a brand's representatives or symbols, the brand owner can essentially allow an infection to spread directly to their brand's value and their customer's loyalty. Not a good idea these days. I think it's a bold but good move by both Nike and its agency. From a brand management and brand protection standpoint, this spot is freakin’ brilliant. Nike just inoculated their brand by outing the issue early, and in a provocative manner. From this point forward the association between Nike and “the issue” is behind them. Imagine a typical spot featuring the “reborn Tiger” smacking a drive at The 2010 Masters. Can you say “denial”? By ignoring issues that plague a brand’s representatives or symbols, the brand owner can essentially allow an infection to spread directly to their brand’s value and their customer’s loyalty. Not a good idea these days. I think it’s a bold but good move by both Nike and its agency.

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