The talk of the town last week during the recently completed Masters golf tournament at Augusta, GA was not only about how Tiger Woods would compete, but how he monetized his PR problem and how Nike capitalized on customer loyalty.
In The Context Of Customer Loyalty, New Nike-Tiger Woods Commercial Is Spot On
“The brand Nike (Tiger) is stoic, open and tuned in. In essence, it is listening, which is the foundation of any true Loyalty program. You need to actively engage and listen to your market constituencies. Nike is taking a bold stand with this commercial since this may upset and potentially alienate some of their core audience. Yet, like all of us, Tiger is deserving of a second chance. There is a definite lack of a sanguine demeanor in this piece. The brand is vulnerable, yet wants to engage, listen and win back the detractors. The only way to fix a problem is to admit that one exists, and find market driven and insightful consumer based responses to the issue.”
~Bob, bad golfer and loyalty fan
