Accenture has gotten rid of Tiger Woods as its image model. I guess they don’t like being like a Tiger anymore, what with all those claims of infidelities.
Because that’s the kind of risk companies take when they invest in the image of a celebrity to become associated with their brand. The ‘Tiger’ thing was a very good campaign. It was catchy. It had essence. It had weight. It had class. But Woods is human and therefore capable of sinning. And that’s what his sponsors, like Accenture, certainly was praying he would never do.
But he did and the mistake he made cost both him and his sponsors really big. Can their ties be renewed in the future once all of these talks about his affairs have died down? I don’t think so because Woods now has a tarnished image and a great company like Accenture surely do not want that image for their company.
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