I endured a three hour layover at Hartsfield International Airport last night, I could not escape the Tiger Woods cacophony. Every gossip publication imaginable plastered his image on their front cover.
I certainly expect that Us Magazine, People, and OK! will capitalize on Woods' indiscretion. What floored me was the huge Accenture billboard across from the newsstand. There stands Tiger, hovering over a golf ball. The ball is situated in a precarious spot beside a babbling brook. No mere mortal could ever swing their club adeptly to rescue this one. Ironically, the ad says, "It's what you do next that counts."
Really? If that is true, then Accenture has clearly dropped the ball.
As a corporate sponsor for Tiger Woods, they certainly did not make the right move by leaving this ad in the airport walkway. Much like Woods, the Accenture marketing team has waited a tad too long to continue basking in the glow of Wood's fleeting fame.
What strategies or brands do you keep carrying in your portfolio that are now producing negative returns?