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Integrity Moments - Dec. 22, 2009

  • 2009 Dec 22


Character Matters 
by Rick Boxx
December 22, 2009

Branding is very important to many organizations. So when they closely tie their brand to any individual, they run a risk of being disappointed, or worse.

The international consulting firm, Accenture, had tied their image very closely to Tiger Woods. As his many alleged affairs, and his messy family life, surfaced in the press it became evident to many that the value of his endorsement could suddenly create a loss of sales instead of a gain.

Accenture, understandably decided to sever their relationship with Mr. Woods.

If you're responsible for paying for endorsements remember Paul's thought in 1 Corinthians 15:33, "Do not be misled: Bad company corrupts good character."

The best of us will make mistakes, but tying your company fortunes to any one person requires careful examination and consideration.

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