Why does the public still love Tiger Woods? donnovanbennett investigates.
During this divisive time, the love for Woods is bipartisan. Following his victory at The Masters, both sitting President Donald Trump and former President Barack Obama tweeted to congratulate him. Trump took it a step further, announcing he was awarding him the Presidential Medal of Freedom, joining the likes of Arnold Palmer, Jack Nicklaus and Charlie Sifford.
So, I asked some marketing professionals to dissect what about an athlete’s charisma or story arc pulls in fans the way Tiger has. They both had only seen this level of attraction to figures in politics, where people can gain and regain trust over the span of 50 years, not 10-15 like an athlete. David Soberman, the Canadian National Chair of Strategic Marketing and Professor of Marketing at the Rotman School of Management, believes there are three things that make Tiger’s story unique.
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