When you are in peak you get great laurels and corporates are willing to shell out huge dollars and rupees to tie up with brand ambassadors. But what happens when the barometer drops for various reasons. Few years back it was got to do with the performance of the Indian cricket team in the world cup in the Caribbean where we got knocked out in the preliminary rounds and brands like Pepsi were so livid that they terminated the contract of some of the players. They were not keen at all to use them as brand ambassadors as it may damage the equity of the brand. This is also common with bollywood celebrities for years.

Right now the Tiger Woods incidence is fresh and the media is just splashing all kind of negative reports on it. All of us know that Tiger Woods is associated with a world known consulting brand Accenture. This can happen to anybody and I keep wondering what would be going in the minds of the people at Accenture. Very difficult to guess and it will be a wait and watch situation before they take any decision. Huge sums must have been disbursed to Tiger but the brand is taking some amount of beating for the news.

Tiger Woods is a world class golfer and has been strongly bonded with Accenture. Ask anybody and people will connect Tiger and Accenutre with ease. Golf has become the brand signal for Accenture. Under the circumstances the only thing Accenture can do is reduce the exposure of the advertisement. Wait for the course correction. Conduct a research once the dust settles and find out the brand connect with Tiger woods and weigh the pros and cons before arriving at anything.

A very precarious situation. But worth the wait before bringing the curtains down.

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