TIGER'S WOOD (Celeb Endorsements with Woods as a case study)

This post (and following two) will discuss celeb endorsements, PR with WOODS as a case study. Now a significant part can be attributed to hindsight bias and I don't claim being a Guru or having seen it, but as a marketer one can try to come up with a strategy for future. 

Have uploaded them in the intended order of reading. First a discussion on background of Celeb endorsements followed by how to go about damage control and the last section entails strategies for future.

I would start with some questions, which would act as background and lay the boundaries of discussion.

WHO IS WOODS or used to be?
He exudes class, consistency and excellence. His brand had stood for honesty, integrity, fair play and high values.

DOES THAT INCLUDE HIS PRIVATE LIFE?
OH YEAH! Full rights to capitalize on his name and image. 

WHAT WOULD HAVE BEEN THE IDEAL SCENARIO?
Had Tiger come clean, public would have forgiven him out of loyalty. That is after dodging away legal charges. But he didn’t. 
He comes back out of rehab (forced/voluntary; needed/just PR), rebuilds his relationship and gets back on winning ways and new contracts.  Some PR targeted towards the scores of hypocrites*, soothing their want for drama-story in everything. Kobe Bryant, Becham bounced back then why can’t he?

WHO ARE CONSUMERS, WHAT ARE THEIR RIGHTS?
Brands exist in the mind of consumers that don't like being lied to. All publicity is not good publicity. Today, branding is about two-way loyalty.  Loyalty some would say is also about forgiveness and I believe that. So it is debatable that the public would have forgiven him, had he came clean voluntarily and early.

DIVIDED VIEWS OF CONSUMERS?
The realistic types: I don’t care what a celeb does in his/her private life! In their opinion, it is a company’s relationship with
one during the bad times that define their character.
*The hypocrites: And the other gang: Oh the endorsers should be loyal to me as I am to them; they feel they command the prerogative into people's life.
Mostly no one lies on one end or the other; it is all grey (all black and all white themes don't work in this realm).

WHAT CAN BE DONE? Apart from usual dog and pony shows!
Market surveys? Yeah but they don’t tell you the future, they only try to project the current consumer perspectives. Because people are so touchingly fickle, they will react according to the next piece of information they are given.

WHY THEY HAD TO TAKE IT OFF THE AIR? The focus became what was going on with Tiger Woods, and not the intended messages, higher retention aiding to negative results; thus discontinuing at least for now should be the mantra.