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Baraka_Guru · 04-09-2010, 07:07 AM

Nike is brilliant.

The ad makes complete sense. It acts as a bridge between the controversy and his return. It marks Tiger's moving forward and returning to his core influence and values.

If you consider the role of advertising on all fronts, this isn't just about selling golf bling decorated with swooshes. This is about brand management. Nike has stood behind their spokesman where others bailed. This says more about Nike and the spirit of sports than it does about Tiger alone.

Sure, Tiger is a brand built by Nike, but at the same time they're a team. You don't bail on your team when they make a mistake. You stand behind them and help them get back on their feet, and back into the game.

The ad has a powerful message: it's Tiger reflecting on his mistakes, contemplating the words of his father—his major influence—as he returns to the game he loves.

It sends a strong message about the nature of sports, self-determination, and persistence: essentially, overcoming failure.

Sure it's going to help sell a lot of products, and it is business, but ask Nike executives and marketing personnel what they think of their brand and I bet you'll hear something more akin to religion than you will business.

04-09-2010, 07:07 AM	#12 (permalink)
Baraka_Guru warrior bodhisattva Super Moderator Location: East-central Canada	Nike is brilliant. The ad makes complete sense. It acts as a bridge between the controversy and his return. It marks Tiger's moving forward and returning to his core influence and values. If you consider the role of advertising on all fronts, this isn't just about selling golf bling decorated with swooshes. This is about brand management. Nike has stood behind their spokesman where others bailed. This says more about Nike and the spirit of sports than it does about Tiger alone. Sure, Tiger is a brand built by Nike, but at the same time they're a team. You don't bail on your team when they make a mistake. You stand behind them and help them get back on their feet, and back into the game. The ad has a powerful message: it's Tiger reflecting on his mistakes, contemplating the words of his father—his major influence—as he returns to the game he loves. It sends a strong message about the nature of sports, self-determination, and persistence: essentially, overcoming failure. Sure it's going to help sell a lot of products, and it is business, but ask Nike executives and marketing personnel what they think of their brand and I bet you'll hear something more akin to religion than you will business. __________________ Knowing that death is certain and that the time of death is uncertain, what's the most important thing? —Bhikkhuni Pema Chödrön Humankind cannot bear very much reality. —From "Burnt Norton," Four Quartets (1936), T. S. Eliot Last edited by Baraka_Guru; 04-09-2010 at 07:25 AM..