Can the Holy Swoosh Save the Tiger Woods Career Brand

Can the Holy Swoosh Save the Tiger Woods Career Brand Have you seen the new Nike ad with Tiger Woods featuring the voice of his deceased father? It looks like Tiger may have added some new brand attributes to his already tarnished image including, creepy, odd, and opportunistic. And Im wondering if Nike and Tiger would have been better off just leaving the scandal alone and letting time heal some of the wounds.But beyond that, the ad prompted me to revisit a conversation I started when the Tiger Woods scandal was first leaked. Should Tigers career be judged based on his indiscretions or based on his contribution to the sport of golf?I get all the theories of branding and the importance of creating and living a brand that is authentic and integral to who that person is as a human being. But do I really need to be concerned about all aspect of a persons lifestyle or do I only need to pay attention to those brand attributes that impact me? If my accountant commits tax fraud, that is integral to his professional brand and cause for concern . If my doctor is practicing medicine without a license, I will take issue with that. But does what these professionals do in their personal life affect their ability to deliver a quality service to me? Not really.And what about me? Would you want to know about all my personal mistakes or indiscretions before hiring me to write your resume? If I had done something that you dont agree with morally, would that mean that I was any less skilled at my craft?And where do we draw the line on whats right and wrong? Who ultimately gets to decide? If Tiger had been a heroin addict, or had been caught shoplifting, or was someone who was trying to climb the corporate ladder and was caught lying on his resume, would we treat him differently?Im certainly not condoning the actions of Tiger Woods. I just think that celebrity-dom creates brands that are impossible to maintain and forces famous figures to take on responsibilities that they never asked for when they first chose to pursue their passion .At the end of the day, shouldnt Tiger ultimately be judged on his contribution to his sport? And shouldnt Nike be promoting his impact and influence on that sport rather than abandoning the essence of the Tiger Woods career brand? What do you think?