I recently read an article from ESPN.com that informed me that Tiger Woods plans to hold a very small press conference this Friday, addressing the recent revelation of his extramarital affairs. This press conference will only be for a small group of friends, colleagues, close associates, and three wire services. Also, Tiger will not be answering questions afterwards. In my eyes, after a major sex scandal is uncovered from one of the most beloved heroes in sports, that hero needs to take some form of action in order to protect his or her brand and image. And that is exactly what Tiger is doing. While Tiger's personal brand has already been tarnished, I think this attempt to address the media is Tiger's way of maintaining the best brand he possibly can at this point. It has been said that he will apologize for his actions, which shows he wants to continue being seen as a respectable, honorable man. Also, he is not allowing any questions, which show me he wants to have control over every last detail of what is talked about. Therefore, he can more easily manipulate how people are viewing him. Clearly, having gone through a major scandal such as Tiger's, he will most likely be changing his personal brand from this point forward. While he might preserve his credibility for being hard working, strong, courageous, etc., he will undoubtedly have to figure out how we wants the world to see him, now that he has lost a great deal of respect, honor, and adoration.
To read the full article at ESPN.com, please follow this link: http://sports.espn.go.com/golf/news/story?id=4921899&campaign=rss&source=ESPNHeadlines
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