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The Tiger Woods brand identity crisis



  • Joe 6 years ago

    Tiger has a bad case of NPD

    Someone with Narcissistic Personality disorder (NPD) has at least 5 of these symptoms:

    has a grandiose sense of self-importance (e.g., exaggerates achievements and talents, expects to be recognized as superior without commensurate achievements)

    is preoccupied with fantasies of unlimited success, power, brilliance, beauty, or ideal love

    believes that he or she is "special" and unique and can only be understood by, or should associate with, other special or high-status people (or institutions)

    requires excessive admiration

    has a sense of entitlement, i.e., unreasonable expectations of especially favorable treatment or automatic compliance with his or her expectations
    is interpersonally exploitative, i.e., takes advantage of others to achieve his or her own ends

    lacks empathy: is unwilling to recognize or identify with the feelings and needs of others

    is often envious of others or believes that others are envious of him or her

  • John Antonios 6 years ago

    thank you for bringing out the learning for the Tiger Woods story Debi - I'm glad someone did. The points you tackled for avoiding negative PR are spot on. I specially like the part where you address filling the void, before someone else does. Taking responsibility is the key to managing the reputation of a brand!

  • Romona Paden 6 years ago

    Nice insights...I referenced it in my story as Business Commentary Examiner. Keep up the good work!

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