I am sure by now most of us have seen the new Nike commercial with Tiger Woods – 30 seconds of Tiger looking somewhat contrite into the camera while his deceased father’s words pipe down from somewhere – heaven? 

Earl’s voice reassuringly speaks to his son; “I want to find out what your thinking was….. I want to find out what your feelings are and did you learn anything”

I don’t know about everyone else but I keep waiting for Tiger to respond – “Yeah, I learned it sucks to get caught!” 

Aside from being tacky, I don’t believe the message – it’s not authentic.  Is this what big bucks with Wieden + Kennedy buys you?  Are they really trying to re-brand Tiger as someone who is sorry for being a philanderer and that somehow has “learned his lesson” and won’t do it again?  Please, do we look that stupid?

I have written about Tiger before – back in December when he posted his “I want privacy” plea on his website.  My contention then was that he would need to re-brand but that he didn’t get to do it in private.  I still believe Tiger needs re-branding.  But in my humble opinion he needs a NEW brand – I don’t want to be asked to believe that a double-digit mistress count was a tiny life hiccup and that he is restored to his family-man golf-deity status.

So, I can trash the new Nike creative ‘til the cows come home but what good is that if I don’t offer up a solution?  What brand would we believe?  I hearken back to a much more believable Nike re-branding of Charles Barkley, “I am not a role model”.  In thirty odd seconds Charles reminds us that he is paid to ‘wreak havoc’ on the basketball court NOT to raise our children.  I respect that brand– it’s authentic, sustainable and powerful.  Nicely done, W+K. 

And, while Nike hasn’t come knocking on my door for creative in the Tiger Woods’ re-branding mission, I will kindly offer up my idea, gratis: Tiger = golf and Nike sells golf balls, right?  So, why not take a fun ‘in your face, Tiger accepts who he is and many wish they could have the talent, fame, money and let’s face it, women he had’ approach.

I suggest to you and Nike, the following:

Maybe this is EXACTLY what keeps Nike from calling, who knows?  At least I get to share my absurd, ballsy thoughts in my MarketingSmack.  More Smack can be found on www.marketingsmack.wordpress.com or visit us at www.summitstrategypartners.com.

Note: This ad creation is a Jack Perez only special – neither approval nor endorsement was received from either Tiger Woods or Nike.  

Recently Forbes published an article listing the companies that will continue shutting down operations in 2010.  The list has some well known brands: Blockbuster, Starbucks, Walden Books, Ritz Camera and Zales to name a few.  And, while all of these companies share in their financial crisis – only some will see the light of day again as disposable incomes peek out of the darkness of the recession.

People will buy coffee again.  Men will purchase jewelry again for their wives, girlfriends and mothers. 

Other industries have faced their ‘music’ so to speak as Internet enhancing technology proliferates.  Fundamental changes have been occurring for some time – no surprises.  The music industry with plummeting CD sales and rising piracy issues had to get clever and quick to save itself – and is still struggling with the paradigm shift.  And, who would ever think of buying a car without being armed with manufacturing costs, dealer mark-up data and blue book value of that trade-in? 

The playing field has changed – yet, again. What won’t we do anymore? 

We won’t drive to a physical location and browse the aisles in search of the latest release only to find it ‘taken’.  Not when we can download, immediately, at no extra cost, from the likes of NetFlix.

We won’t accept anything less than ‘killer-category’ inventory and bargain pricing for our written word – physical or E.  And, if we’re going to visit a bookstore it has more to do with the social opportunities – complete with coffee and live music.

We won’t print out hundreds and hundreds of 4×5’s and spend countless hours placing them in albums that take up valuable space and never get looked at.  Not when endless slide shows can play dust-free with minimal foot print.

So while Forbes’ list places the majority of the blame on the economic climate culprit – and, there’s no question that it is a contributing factor – the reality is that time has passed by the likes of the Blockbusters, Walden Books and Ritz Cameras of the world.  We no more need them than we need a public phone booth (although this has proven tricky for Superman) or a cigarette lighter at a concert. 

And while we’re no longer allowed those annoying phone busy signals to let the world know we’re unavailable, I still hope you have a little time to spend on the MarketingSmack: www.marketingsmack.wordpress.com or visit us at www.summitstrategypartners.com.

Sticks and Stones…….

December 28, 2009

Two weeks ago either bravery or some unidentified ingredient in my eggnog let me throw caution to the wind and I actually took a definitive ‘personal’ stance in my weekly MarketingSmack blog.  I don’t typically write about public figures nor do I usually disclose such personal criticism of others. Given I believe the majority of my readers are close friends that share similar beliefs, I thought it safe – a couple of more sips of that eggnog and I posted these thoughts on a few discussion groups in LinkedIn.

Hornets’ nest.

The first email notification of: “New comment on “Can You Camouflage a Tiger? – I am insulted that Tiger thinks it is ok to ask for privacy….” brought an instant sense of exhilaration.  I had written something worthy of discussion – something timely and relevant.  I clicked on ‘go to full discussion’ believing I would see adulation, sycophancy – my eyes devouring the wisdom and insight from fellow LinkedIn Group members – the likes of: LinkingRaleighNC, RTPconnect and Triangle Networking Group.

Ouch.

Dozens of people began to add comments; at first directed at me – most of them not in agreement, to put it mildly and then; at each other.  What I found interesting here is that I KNOW that it is critical to the world of branding – both company/product/service and individual – to take a stance; have an opinion; define clearly who you are and who you are not and confidently broadcast it to your audience with polite relentlessness.  I was somewhat surprised when upon reading the first “I don’t agree with Jack” comment – my initial reaction was defensive somewhat akin to the way a Junior high school student feels when discovering he’s the one with bad breath via a Slam Book.

On the one hand – people were talking about me….on the other hand – people weren’t seeing it my way…… What I learned from this experience is that there is a key component to the branding process that I have been leaving out. 

Bravery.

I spend a great deal of time helping companies and individuals brand themselves.  Countless hours spent on key executive interviews, customer focus groups, competitor reviews, market research etc… Helping them to create a unique position and message that states who and what they are – but in that same instant it states who and what they are NOT.  You have to be brave to take a stance – a stance that you know will resonate with some (and you hope that the some is large enough for you to be successful) but in this day of transparency you’ll hear from those that DON’T too.

Suffice it to say that as the conversations over my Tiger Woods’ blog continued over the last two weeks I watched the score board fluctuate ala basketball style….Jack 0  Nay Sayers 2……. Jack 4 Nay Sayers 2….. And so on and so on.  Not sure how the final tally looked and what I realize is that it doesn’t matter – I won.  I took a position, made it public, generated a healthy debate and made my personal/professional brand that much clearer.

The brave world of MarketingSmack can be found on: www.marketingsmack.wordpress.com or visit us at www.summitstrategypartners.com.