• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Nike and Tiger Woods. Nike’s big gamble.

Celebrity endorsements are risky business. Companies that hire famous faces also buy any ugly publicity that person generates. Enter Nike and Tiger Woods.

That’s why corporations are quick to axe celebrities who engage in bad behavior.

Nike and Tiger WoodsNike and tiger woods

Nike’s new Tiger Woods campaign, which kicked off as soon as the golfer regained his number one ranking, appears to capitalize on his past mistakes. It deliberately reminds customers of the womanizing that cost Woods his wife and his sterling reputation.

The slogan: “Winning Takes Care of Everything” implies that being back on top of the professional golf heap erases Woods’ personal transgressions.

Not so, said Nike. The quote was innocently lifted from Woods’ response when asked if rival Rory Mcllroy intimidated him.

Sorry, Nike. The public may admire Tiger Woods’ golf ability, but they don’t like his personal life. This in-your-face celebrity campaign could backfire. Nike and Tiger Woods seems like poor fit these days.

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