The best piece written about Tiger Woods last time around

It was by Shaun Whatling and appeared in Platform magazine, just after Woods' crashed in to the fire hydrant and his sponsors started running away. It changed how I look at the job done by brand ambassadors in general, and Woods' in particular.


The main point, which comes out in the headline, is that there are varying degrees of fallout for sponsors, depending on how they use the asset. Accenture were the supposed to be the smartest guys in the room, so why didn't they know what their prized brand asset was up to, or if they did, why didn't they mitigate against the problem.


Instead, the company lost time. Which as Shaun points out in this piece, is so very hard to make up.



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