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Before controversy engulfed Tiger Woods, big brands built buzz by putting the iconic golfer in their ads. Today, some marketers are getting positive responses from consumers by cutting their ties to the troubled sports legend as the media firestorm over his personal conduct continues to rage.
So says the Brandweek Buzz Report by market research firm YouGov. The weekly consumer survey analyzes the most talked about brands based on buzz: If you’ve heard anything about the brand in the last two weeks, was it positive or negative?; and reputation: Would you be proud or embarrassed to work for this brand?
YouGov interviews 5,000 people each weekday from a representative U.S.
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