Tiger May Be Right for Accenture

摘要

As A General Rule, world-class companies shouldn't tie their images too closely to the appeal of any one celebrity. This year has already shown why deals with sports stars are especially risky. Baseball's Sammy Sosa and basketball's Kobe Bryant were among the most admired athletes in American sports. Then Sosa was caught using an illegal corked bat, and, far more seriously, Bryant was accused of sexual assault. IBM probably had it right when it chose the timeless image of Charlie Chaplin's tramp to introduce its first PCs.