It’s what Tiger does next that counts

Tiger Woods was a rare breed. A phenomenal athlete who delivered consistent record-shattering victories on and off the course with style, grace and integrity. In an intense game like golf, Tiger built his reputation by performing under pressure. Tiger transcended from being one of the best athletes ever to being one of the best celebrity brands ever. That was then, this is now. The world’s good boy has suddenly gone bad. The guy who seemed to be perfect in every way has been discovered to be a mere mortal like the rest of us. Tiger’s fall from grace is a catastrophe we have never seen before because Tiger was a brand we have never seen before. Tiger’s image was so pure, so squeaky clean and so universally appealing that his God-like status, his walking-on-water video and the founding of the First Church of Tiger Woods all seemed so well-deserved.

Under Armour: Too Big for its Shirt?

It's amazing how many of the world's most successful entrepreneurs quickly forget what made them famous. The latest example is Kevin Plank, CEO of Under Armour. What made Under Armour famous? It wasn't a Super Bowl ad. It wasn't a massive marketing campaign. It wasn't ego or hype. What made Under Armour famous was "performance apparel" a new category Kevin created and carefully nurtured.

Brand Makeover for the Swift School

On The House is a team of Atlanta branding and marketing experts that donated a total of $100,000 worth of services to a local non-profit organization. The idea was to give a branding makeover to a non-profit that was doing great work, but was not reaching its full potential due to weak marketing materials. The winner would receive strategic brand consulting, brand identity work, logo design, website design, photography, video production, brochures, printing and trademark counseling all for free. The winner of the prize was the Swift School, a non-profit school in Roswell, Georgia that serves elementary children with dyslexia.

How Crocs Crashed

Success is sometimes your own worst enemy. Just ask the management and stockholders at Crocs. A hot brand can burns bright too fast and fizzles becoming a fad. Believe it or not, whether your brand will become a fad depends on your strategy more than you think. The good news is the fate of your brand is very much in your control. The bad news is it may be too late for Crocs.

Starbucks is Shooting Itself in the Cup

Starbucks latest offensive isn’t against McDonald’s or Dunkin’ Donuts it is against itself. And if Starbucks weapon is as successful as it says it will be then they could be shooting themselves in the cup. It’s an insane idea for the world’s leading gourmet coffee chain to set-up a blind taste test in its own stores that it hopes it will lose. Losing a taste test devalues the loser as much as it praises the winner.

Why stop at HealthCare?

If President Obama truly wants to be a revolutionary leader he should not overlook other major issues plaguing our people. After he installs nationalized HealthCare, there are many other programs he might consider adding. Why should Obama stop with Government HealthCare? Why not, FoodCare, ChildCare, ClothesCare, ShelterCare and ComputerCare too?

The Pitfalls of Misdirected Packaging

Never overlook the power and importance of packaging. It is the last chance for a consumer to say yes or no to your brand. You may have done an excellent job with your brand name, PR, word-of-mouth and advertising, but if that last piece of the puzzle (the package) doesn’t fit into the consumer’s mind, you are out of luck. No sale.