Trust and reputation: living the brand in public

We can all think of a celebrity or two who has forgotten that they are in the public eye and wound up losing the support (and the money) of sponsors who helped to keep them there. Tigers Woods may be the best a man can get on a fairway, but Gillette concluded that better men were available to grace its advertising. More recently, US swimmer Ryan Lochte has seen his swimwear sponsorship float away after less than ideal behaviour: there is only so much that a Speedo can be expected to conceal, as their statement made clear:

“While we have enjoyed a winning relationship with Ryan for over a decade and he has been an important member of the Speedo team, we cannot condone behaviour that is counter to the values this brand has long stood for.”