Tim Tebow, the brand

Tim Tebow is the hottest story in sports. While the Green Bay Packers are charging ahead with an undefeated record, everybody is talking about the Mile High Messiah and Tebowing. How did this happen? What can you learn from it?

What should Goldman Do?

What does Goldman Sachs need to do to save its brand? In a word, nothing. A powerful, leading brand is practically bullet-proof. It’s not what you do wrong that determines if your brand will survive a scandal. It’s how strong your brand is in the mind that determines if your brand will survive. Strong brands survive even the worst catastrophes, while weak ones can easily be destroyed by minor ones.

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.