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personal brands

Tiger's Back, But Chevron Isn't, as Woods Ends Two-Year Drought

Posted by Mark J. Miller on December 5, 2011 12:01 PM

Soon after Tiger Woods had his fateful car crash during Thanksgiving weekend of 2009 that led to the world discovering that he had cheated on his wife with a dozen women, if not more, his golf tournament, the Chevron World Challenge, was to be played.

As Woods attempted to figure out if there was a way to save his marriage and good-guy public image that he had just destroyed (evidently, there wasn’t), he decided to not play in the event or any other for some time. Chevron, amazingly, stuck with the event since then ... until Sunday, when the brand announced that it won’t be back next year.

The news comes just after Woods, a winner of 14 major events in his career, brought the competition a boatload of PR by making it the first golf contest he’s won since his infidelities became known (and his 2009 Australian Masters victory).

And he took the 2011 Chevron World Challenge title the way he used to as well: in grand style. He was down a stroke with two holes to play and somehow found a way to work his way back for the win. Last year, he had a four-shot lead that he couldn’t hold onto. Things were different this time around.Continue reading...

brand news

In the News: Tiger Woods, Super Bowl, Samsung & more

Posted by Dale Buss on December 5, 2011 09:02 AM

In the News

Arnold Palmer re-brands for a generation who never knew the golfing legend.

Audiovox rebrands to Voxx International.

BlackBerry-maker RIM warns about profit outlook.

BMW and Mercedes-Benz race to the wire for 2011 luxury-sales crown in U.S.

Boeing takes its Dreamliner on a "world tour."

Chick-fil-A spat with t-shirt maker hits the New York Times.

Corona brings beach experience to London.Continue reading...

sports in the spotlight

Super Bowl, Yankees and Tiger Woods Lead Forbes Top Sports Franchises

Posted by Barry Silverstein on October 6, 2011 06:00 PM

In the professional sports world, it's pretty easy to identify who's up and who's down by whether they win or lose. But when it comes to the actual value of a sports brand, winning has a different definition: It's based on the revenue a sports team or an individual athlete generates.

Forbes magazine has been analyzing the value of sports brands for three years now. The latest edition of the "Forbes Fab 40" values the top ten names in sports in four distinct categories: athletes, teams, events and businesses.

Leading the list of money-making athletes is the famous (and more recently infamous) Tiger Woods, whose brand is on the comeback trail with this week's major endorsement by Rolex.Continue reading...

celebrity brandmatch

Tiger Woods Takes Major Step on the Corporate Sponsor Comeback Trail

Posted by Mark J. Miller on October 6, 2011 02:01 PM

Before pro golfer Tiger Woods had a bizarre car accident outside of his Florida home late in 2009 and it was discovered that he had a slew of mistresses, which led to his divorce (and him handing over $750 million and custody of his kids to his ex-wife), he used to make quite a few bucks just smiling for the camera as well as using or wearing various products.

Woods made about $90 million annually through such corporate sponsorships as AT&T and Gillette and a major chunk of that disappeared when the sordid facts of his various affairs began to leak out. Since then, of course, Woods hasn’t won a big tournament and has fallen out of the top 50 golfers worldwide list for the first time since 2006. 

But his corporate-sponsor comeback is now underway. Sure, he signed a deal to represent a Japanese muscle-rub company earlier this year, but now the big names are starting to come out. Well, OK, one big name: Woods has just signed on to rep Rolex, marking the return of the luxury watchmaker and A-list brands to Team Tiger.Continue reading...

brand news

Brands to Watch: Microsoft Eyes Yahoo, Apple's Siri Oops, Tiger's New Rolex

Posted by Shirley Brady on October 5, 2011 05:55 PM

Brands to Watch

Microsoft eyes Yahoo bid, Reuters hears.

Apple red-faced as new Siri feature sounds like 'buttocks' in Japanese.

British Airways ramps up London 2012 sponsorship.

Ford joins Boxtops for Education.

Groupe Aeroplan changes name to Aimia.

Pantene signs Liv Tyler for new campaign.

Tiger Woods brand rebounds with Rolex sponsorship.

Wheaties selects a new NASCAR driver to sponsor.

Yum! Brands charts turnaround for Taco Bell.

brand news

In the News: iPhone Fallout, Friendly's Woes, NBA Stand-Off

Posted by Dale Buss on October 5, 2011 09:00 AM

In the News

Apple could lure customers with pricing despite lack of iPhone 5, even as its new iPhone 4S fails to wow. AT&T, meanwhile, claims its iPhone 4S will be the fastest, while Samsung moves to ban the device in France and Italy.

Amazon Kindle Fire pre-orders top 2,000 per hour.

BNY Mellon gets sued by feds, state of New York.

Coca-Cola Amatil eyes Foster's assets in Australia.

Diageo to open "Happy Hour" on ESPN in two languages.

Disney gets 3-D fever.

Estee Lauder launches breast cancer awareness Facebook app.

Friendly's files for bankruptcy.Continue reading...

brand news

In the News: Google Buys Motorola, Wal-Mart Rises, and More...

Posted by Dale Buss on August 16, 2011 08:59 AM

American Media, publisher of National Enquirer, no longer is for sale.

Barney’s teams with Lady Gaga for holidays.

Bloomberg BusinessWeek launches global editions.

Cargill to buy Provimi and extend its reach in animal food.

Caterpillar faces increased competition from Chinese heavy-equipment makers in U.S. market.

Cathay Pacific campaign doesn’t mean “make you feel special” that way.

Dr. Scholl’s sells footwear in addition to foot care.

Estee Lauder sounds caution about consumer spending on cosmetics.

Google purchase of Motorola will heavily affect advertising industry; deal leaves BlackBerry's Research in Motion in “no-man’s land.”Continue reading...

week in review

Top 10 Stories of the Week: Coca-Cola's New Freestyle Machines, The U.K. Riots, Tiger Woods, and more

Posted by Michael Waltzer on August 12, 2011 04:30 PM

Our most-read blog posts of the past week include Coca-Cola's New Freestyle Machines, The U.K. Riots, Tiger Woods, and more:

#1 Coca-Cola Expands Futuristic Freestyle Machines

#2 U.K. Riots: The Revolution Will Be Twitterized

#3 The Sole of a Brand: Louboutin Fails to Convince NY Judge to See Red

#4 Bud Refresh: The King of Beers Puts on a Bowtie

#5 Tiger Woods Loses TAG Heuer, Gains Nike Vote of Confidence

#6 T-Mobile Not Feeling Pretty in Pink as AT&T Merger Drags On

#7 Pharma's Social Challenge; or, What Pfizer Learned From Its Facebook Hack

#8 Viral Video of the Week: Nissan's Damned Pony Jingle Will Haunt Your Dreams

#9 Rise of the Planet of the Apes Shows Why Hollywood Goes Ape for Apple

#10 Auto Erotica: Girls Produce Best Ford Mustang Ad of the Year

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