What is Your Brand Ambassador’s Real Price?
The recent Tiger Woods Fiasco is all over the media. What started as a small parking accident transpired into a bizarre series of catastrophic events as far as Tiger Wood’s reputation is considered. Tiger Woods has come out in the open and accepted infidelity which was the real cause of the accident. The ramifications have been of gigantic proportions with Tiger Woods set to loose millions of dollars in endorsement revenues.
Accenture was quick to act on the issue and has almost disassociated the Brand Accenture from Tiger Woods. It is noteworthy that Accenture has had Tiger Woods as their brand ambassador for quite sometime and done it successfully too. The whole advertising campaign around Tiger Woods Golfing glory aligned perfectly with Accenture Values and the association has been a hit.Accenture has pulled the plug and removed Tiger Woods from their website with P&G supposedly coming out with the same.
It is disturbing to see the reputation of an iconic figure like Tiger Woods fizzle out in no time. What is even more disturbing is the fact, that the brands that he endorses have been super quick to react on the situation.
It got me thinking?
Isn’t a brand ambassador like in the case of Tiger Woods selected for their professional (on-court) conduct?
I am in no way supporting or siding with Tiger Woods on the matter of Infidelity. It is a ghastly act in itself. My question has got more to do with the whole dynamics of the choosing a brand ambassador and the how the endorsement fee is decided upon.
The endorsement deal value for sport stars is huge running into millions of dollars.But, what is that price decided on.IMO,
The professional achievements of the endorser and the alignment of those achievements with the brand’s values
So, why should personal (off-court) behavior of a brand ambassador be of prime value? I am sure that the issue in Tiger Wood’s case is a way over the line, but we have seen cases where brand ambassador’s behavior in public has got them a lot of flak.
I had the opportunity to discuss the same with and the points made by her were enlightening and justified.She hit the nail by saying,
“a brand amb. is a shortcut for your brand, like a mascot. so you can’t have major dissonance.” (Source)
I think this makes it evident that A brand ambassador’s off-court behavior is under the radar too. Not that personal conducts shouldn’t be governed by ethics and morale, but from a professional point of view, Is a Brand Ambassador giving rights to his/her personal life too with a Brand Endorsement Deal
More than that, Does The Endorsement Deal value factor in the price of paying for buying rights into the personal conduct of its mascot?
How much importance is assigned to personal conduct while selecting a professional as the Brand Mascot? I understand that there has to be harmony in the professional and the personal conduct for an individual, but is the price one receives accounts for both conducts.
I would love to know your thoughts on this ? I do not understand the nuances of branding and endorsements, but i would like to educate myself with what you have to say.