In the wake of the numerous and public allegations of Woods’ infidelity, Accenture was the first of his sponsors to pull out, though others, like Gillette, which last week announced a suspension of Woods’ marketing appearances, show signs of concern.
Some are arguing that corporate sponsors’ reactions to the Woods’ calamity mark a paradigm shift in marketing approaches and corporate branding. After a decade of ethical misconduct leading to the fall of the celebrity politician, Bloomberg writer Rosabeth Moss Kanter, argues that now we are watching the fall of the regular celebrity: “the significance of the Woods affair is the challenge it poses to a major marketing convention: use of celebrities to sell products and services instead of featuring the product or service's value for users (and the values that guide its production).”
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