BRAND DOUBLE BOGIE—TIGER WOODS
If ever there were a case study in bungling crisis management, it was the first year after Tiger Woods’s sordid, tangled personal affairs came to light. On his way to becoming the greatest golfer in the history of the game, Woods stumbled badly. From the moment he crashed his Cadillac Escalade at Thanksgiving, he couldn’t get it right. As tawdry details about multiple affairs came to light, he was silent, then he lied, and then no one believed him. His golden reputation went into a freefall. The drip-drip-drip of bad news became a downpour.
Sponsors pulled TV commercials and print ads, although at first it was painful. Woods was the most powerful endorser on the planet with sponsors who collectively paid about $100 ...
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