From a public relations perspective, the Tiger brand is in trouble, says Joel Rubinsin in this FastCompany blog post.
He recalls two famous (infamous?) incidents – one for Perrier, the other for Tylenol – brands that lost and won in how they handled a crisis. And he reminds us of what it’s like these days, what brands have in terms of their relationships with customers:
“Today, branding is about two-way loyalty; a consumer has a right to ask, ‘How will you show loyalty to me?’ Loyalty is also about forgiveness. I think the public would have forgiven Tiger’s transgressions, but I don’t think the public will completely forgive him for not voluntarily coming clean … for Tiger not showing loyalty back to his fan base.”
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