I love your insight on Tiger the Brand, and it makes perfect sense for a brand. But for people who are their brand, think movie stars and singers too, well, they are people. Sometimes what is important for the brand does not help the person. In in those cases, I think the person has to win out. It is easier to repair a brand than a person.

In Tiger’s case, for the man it was important for him to have the affair(s) in doubt. Once that was no longer possible, he moved to PR101: admit fault, claim it was a private matter and move on. Basic brand damage control.

You closing analysis is correct. If you are a brand and you crash the car at 2:00 a.m., make sure you have your crisis communications team on speed dial.

Cheers,
Tony