Comments on: Life Lessons, Change and The New Nike Tiger Woods Commercial http://corymiller.com/life-lessons-change-and-the-new-nike-tiger-woods-commercial/ Sat, 14 Apr 2012 19:32:06 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Chris Syme http://corymiller.com/life-lessons-change-and-the-new-nike-tiger-woods-commercial/comment-page-1/#comment-2398 Chris Syme Wed, 16 Jun 2010 15:38:13 +0000 http://corymiller.com/?p=2516#comment-2398 Chris P: It might be a combination of your two scenarios. It may be that Nike does indeed care about Tiger (hopefully), but the bottom line is they are invested in him so they should be invested in his reputation management. Social credibility is not just the job of the personality anymore. In this marketing economy, the corporate world has to take care of what they're invested in. And for Nike, that's people (sports stars). Personally, I agree with a lot of the voices out there that think the ad was a miss and just a little creepy for the American public. If the ad was aimed at core stakeholders--people who already love Tiger--then it is effective. When you read the backstory of the ad and find out his Dad wasn't actually addressing him in this little speech, it becomes a little cheesy in my thinking, I guess. Good conversation, Cory. Chris P: It might be a combination of your two scenarios. It may be that Nike does indeed care about Tiger (hopefully), but the bottom line is they are invested in him so they should be invested in his reputation management. Social credibility is not just the job of the personality anymore. In this marketing economy, the corporate world has to take care of what they’re invested in. And for Nike, that’s people (sports stars).

Personally, I agree with a lot of the voices out there that think the ad was a miss and just a little creepy for the American public. If the ad was aimed at core stakeholders–people who already love Tiger–then it is effective. When you read the backstory of the ad and find out his Dad wasn’t actually addressing him in this little speech, it becomes a little cheesy in my thinking, I guess.

Good conversation, Cory.

]]> By: Chris P. http://corymiller.com/life-lessons-change-and-the-new-nike-tiger-woods-commercial/comment-page-1/#comment-2066 Chris P. Fri, 09 Apr 2010 05:49:50 +0000 http://corymiller.com/?p=2516#comment-2066 I looked at this commercial different. I skipped past the life message that you heard. I thought, "wow, Nike is trying to help Tiger rebuild his public image." My first reaction was that Nike does not want to loose Tiger. They will even jump into his personal life and bring in a marketing agency to fix this problem. They see Tiger as big ole dollar signs. Then I looked at it another in a differet perspective. Maybe someone at Nike truly cares about Tiger. Hates seeing him down. Wants to help make sure Tiger will learn this lesson and let the world learn from it too. This is a picture of a big brand stepping in to use their influence to help a good friend. The second scenario is much much harder to believe. But either way this is the first time I've noticed a Brand/Corporation jump into a celebrity's personal life and risk their image doing so. Tiger Woods might as well be a Nike subsidy. Good topic. Oh and give Brad a raise. He's a good kid. I looked at this commercial different. I skipped past the life message that you heard. I thought, “wow, Nike is trying to help Tiger rebuild his public image.” My first reaction was that Nike does not want to loose
Tiger. They will even jump into his personal life and bring in a marketing agency to fix this problem. They see Tiger as big ole dollar signs.

Then I looked at it another in a differet perspective. Maybe someone at Nike truly cares about Tiger. Hates seeing him down. Wants to help make sure Tiger will learn this lesson and let the world learn from it too. This is a picture of a big brand stepping in to use their influence to help a good friend.

The second scenario is much much harder to believe. But either way this is the first time I’ve noticed a
Brand/Corporation jump into a celebrity’s personal life and risk their image doing so.

Tiger Woods might as well be a Nike subsidy.

Good topic. Oh and give Brad a raise. He’s a good kid.

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