Absolutely, spot on. I’m personally looklking forward to seeing how he climbs out of this one. If ever there was a living example of what it means to have a brand, and how to build it, destroy it and rebuild it, then brand Tiger is the perfect case study.

Please have a look at my blog on Tiger above and let me know your thoughts.

@Jim – I think the days of seperating brand identity/personality/image are coming to an end and fast.

The attention span of todays audience is getting shorter everyday, so having a logo or a campaign they can identify with is no longer as important as how they ‘feel’ to the audience. Values and style are now far more important than how they look as there are now so many different ways to engage with a brand.

In a way, the audience has become more fickle that when a brand lets them down they have so many options on finding a replacement that their misdemeanors are quickly forgotten. As fast as an audience can be lost is as fast as they can be won again.

Does “brand identity” equal “brand personality” and “brand image” equals the visual expression of that personality?

Some graphic designers consider “brand identity” to be the systematic visual expressions of the “brand,” encompassing logo, color palette, font, imagery such as photo or illustration styles and maybe even non-visual expressions such as verbal, audio and olfactory elements.

No wonder clients are confused. Maybe the profession needs to revisit the language of brand, branding and communications.

As we all say when one discovers that a business is more spin than reality. The brand has to suffer.