Brand Iron - Forging Brands, Driving Revenue

This morning Tiger Woods broke his three month silence and apologized on national television. The under 15 minute press conference gave Woods a chance to apologize for his actions and clear up some “rumors” that had been spreading since the Thanksgiving night incident.

Woods read line for line from a sheet of paper which he reportedly wrote himself and every once and awhile would look up to stare deeply into the camera as if “look into camera” were written right on his sheet. Many people hoping to get a heart-felt and sincere apology were extremely let down.

Despite weather or not you feel Woods meant what he said, much of the nation was tuning in to hear what he had to say. The Wall Street Journal reported that there was a slight lull in market activity during Tiger Woods’ press conference “it seems like there was something of a lull and definitely a clear pickup during and after Tiger’s somewhat creepily choreographed apology.”

So how will Woods attempt to regain forgiveness from his family, friends and fans and win back the respect of those in the golf world as well as his once faithful sponsors? I know if I were him I’d start with a real apology, one not rehearsed, one from the heart, and I’d look into my friends and families eyes when I gave it. As for his sponsors, in my opinion he’s tarnished his name forever. The sport of golf may accept him back, but his name will always carry a connotation beyond just a great golfer.

-Kaitlyn Anderson, Junior Brand Wrangler