Companies like Accenture, AT &
T and Gillette never marketed Tiger woods' personal credibility (Tiger being
good, honest, faithful, trustworthy etc), Accenture showed up Tiger's Photo and
had a tagline..."High performance delivered", but when the scandal
happened Accenture terminated the contract with Tiger. He was still a top class player, aligning to
the endorsement tagline, then why was his personal credibility given more weightage
than his professional performance? Why can’t these two be mutually exclusive?
When someone starts performing
well, gets to the top rank in sports (or any other field), we start liking them
and like lead to trust invariably. So when someone slips on personal credibility (even
though it may not impact their professional performance), trust is broken which
leads to dislike. And if someone is disliked by masses; you don’t want your
product or service to be endorsed by them.
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