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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