Tiger Woods' Viduy (Great Confession) prayer for the millions

Last weekend will surely go down in popular culture as the ‘Long Weekend of Mea Culpa’: A contemporary take on the Jewish 27 hour Yom Kippur.

First taking the blame on the road to redemption was Tiger Woods; currently the world’s most discussed brand endorser.

Tiger’s plead for forgiveness lasted  13 minutes and contained 1,527 words.

The intimate confession was between him, his family, friends, deity, sponsors and millions of viewers.

The admission was punctuated on average every three minutes with words like, ‘sorry’ and ‘atone’.

So great is his brand power that Bloomberg News estimated that across all U.S. equity exchanges, volume fell to 456 million shares during the confessional.

During one part of the ‘Viduy’ (The Great Confession) he said:

“I recognise I have brought this on myself, and I know above all I am the one who needs to change. I owe it to my family to become a better person. I owe it to those closest to me to become a better man. That’s where my focus will be.”

In the UK, the admission came across to many as stage-managed. Critics were quick to condemn the event as a stunt.

However, this was not meant for a UK audience alone.

It was squarely aimed at the American audience, brands and especially sporting business world which desperately needs him to return.

What they desired, he delivered:

• Humility (staged or otherwise).
• A declaration of family concern.
• A road map promising a return to golf

… and best of all – a hug at the end from ‘Mom’.

The albeit sickly-sweet family message is crucial for brands such as Gillette which must to convey a wholesome family image – taking into accounts modern life’s ups and down – providing it all leads to smooth contours for the road ahead.

A poll of over 100,000 viewers taken by ESPN, the American sports channel, following the broadcast revealed that sixty five per cent of viewers believed the player was sorry for his actions.

Prior to Tiger’s crash into a fire Hydrant, Forbes estimated his brand to be valued at about $90million – $110 million.

Currently it is thought to be worth approximately $82 million.

embedded by Embedded Video

Toward the end of his confession, Tiger said:

“I ask you to find room in your heart to one day believe in me again.”

And there lays the key to salvation: ‘belief’.

Belief from fans, sponsors and sports industry.

Only time will tell if he is completely out of the bunker.

His brand image will never be able to fully buff-up the tarnished hue, but irrespective of the cynical press, he is certainly emerging out of the thick rough.

His future - fare for all?

From the king of golf to Prime Minister – it’s hip to have humility.

Following the theme of mea culpa, none other than the British Prime Minister, Gordon Brown, was next up to step into the televised confession booth.

Walking, head held high, to the spiritually uplifting tune of ‘Your Love is Lifting Me Higher’, Mr Brown set the tone to announce the Labour Party’s campaign slogan for the imminent general election.

“I know that Labour hasn’t done everything right,” He said.

“I know – really, I know – that I’m not perfect. But I know where I come from, I know what I stand for”

The words could have so easily been from Tiger.

New Labour – old slogan

Labour’s internal codename for the campaign ‘Operation Fightback’ was given the more middle-England suitable ‘ A Future Fare For All’.

According the Daily Telegraph, the election slogan was used by Tony Blair seven years ago.

“A Future Fair For All” was the title of a 2003 consultation document that discussed, among other things, the potential benefits of joining the euro.

In terms of copywriting, the re-branded slogan was perhaps a touch too austere and ‘worthy’ rather than catchy.

A future fare for all is instantly subject to a play on words of ‘fare’ as in charge or bill – in other words: ‘A future cost for all’.

It was quickly lampooned by the likes of Iain Dale et al.

A far better slogan was hidden in the Prime Minister’s speech.

“Stand up for the many, not the few.”

In terms of a clear mission statement, that line would have been a far better, offering greater branding flexibility:

I spoke to the BBC about the new slogan from a branding perspective:

embedded by Embedded Video

“It was me what done it”

Meanwhile the Long Weekend of Mea continued unabaited with the much-anticipated live UK screening of BBC’s ‘Eastenders’.

The show was part of the celebrations to mark 25 years of the iconic series.

Someone had murdered the character – Archie (as in,‘Archie the Arch Villain’).

25 year British icon

Many had reason to kill him- all regretted their past and publicly stated their remorse.

Sixteen and half million viewers tuned in to speculate over who was guilty.

Eventually the killer was revealed.

Now that the Long Weekend of Mea Culpa is over, with hindsight perhaps the only ones really left with guilt are the rest of us who, at worst, have turned scrutinising everyone else but ourselves into a bloodsport – and at best into a pleasantly distracting bit of telly watching.

Either way, it all suggests that a bit of confession is good for the soul, game, votes and from the branding perspective, soaps – in all senses of the word.

Jonathan Gabay

www.brandforensics.co.uk

Share on Facebook

Bookmark to: