Tiger Woods appears to have picked up tips on how to swing — both on and off the course — from his father.

The very public details of the golf icon’s infidelity have been a topic of discussion on this blog before; and, while I hadn’t planned to address it again, the new Nike commercial that aired on April 8th prompted me to rethink that decision.

The controversial ad was created by the Wieden + Kennedy agency, and features a black and white image of Tiger (complete with contrite puppy dog eyes) and the voice of his late father, Earl Woods. If you are scratching your head at that last sentence, you aren’t alone. The audio has been excerpted from a 2004 interview of Earl for the documentary “Tiger: The Authorized DVD Collection.” In that narrative, Earl compares the “authoritative” nature of his wife, Kultida, to his own nature, which he described as “inquisitive.”

The camera zooms in on the somber-faced Tiger while we hear the elder Woods say, “I want to find out what your thinking was. I want to find out what your feelings are.” He continues, “And, did you learn anything?”

Insert your own snarky remark here. I know I did…

As this advertising abbhoration drew to a welcome close, my inner Don Draper was trying to pick his jaw up from the floor. Whatever Nike’s ad titans were smoking when they hatched this idea should prevent them from operating heavy machinery. Or ever writing ad copy again.

If you are looking for “ewwww-factor,” this spot has got it in spades. Between the irony of the Woods duo both being philanderers, or the posthumously parental dress-down — I can’t really say which bothers me more. What I can tell you is that it comes off as disengenuous on the part of both Tiger and Nike. Of course, Nike realizes that any press is good press — and they selected this controversial spot as the first introduction of their favorite golf pitchman back into the market.

The spot made its debut on ESPN, and was appropriately timed to coincide with Tiger’s return to the Master’s Tournament after a five-month long absence. Nike offered in a statement, “We support Tiger and his family. As he returns to competitive golf, the ad addresses his time away from the game using the powerful words of his father.”

Perhaps if Earl had encouraged the young Woods to show as much commitment to his marriage as he did the game, we’d instead be analyzing the commercial marketing genius that was once Tiger’s brand.

For those who may think I’ve been a bit heavy-handed in my criticism of Tiger from a publicity standpoint, you aren’t alone. My younger brother is a huge fan of Woods, (and a heck of a golfer in his own right). Earlier today we spoke on the phone so I could get some perspective from a true fan. “It’s a shame that it happened, but I just really want him to get back to playing golf. His extra-curricular activities haven’t impacted my opinion of him as an athlete.”

Truth be told, there are probably far more who share his opinion than I’ll ever know. If recent headlines are any indicator, Tiger could well have plenty of celebrity company at sex rehab. While I agree that what happens between a couple should stay between them — when the characters are in the public eye, that becomes difficult at best. What concerns me more is the slippery slope that it places us on when we overlook these indiscretions simply because someone is a celebrity — and the message, both in advertising and otherwise — that it sends to young fans.

Unless you’ve been living in a sandtrap, you’ve no doubt heard of Tiger Woods’ recently publicity nightmare involving his alleged infidelity.

While I am no golfer, (unless we’re talking Putt Putt), I did see a marketing lesson among the headlines. Only time will tell if Tiger can regain his “golden boy” status — but in the meantime, here’s a few reputation management tips you can garner to improve your own game:

Take responsibility right away. I really think that Tiger dropped the ball (I couldn’t resist) by not coming clean right away. There were too many things about the much-publicized car crash that just didn’t add up. Among them was my personal favorite — that Elin smashed in the back window of the vehicle in order to get Tiger out. Call me skeptical, but a much more likely scenario is that while she may have gotten him out of the car, Elin took a “slice” out of Tiger in the process…back window be damned.

Tiger has enjoyed years of fame, and millions of dollars from his talents. Sponsorships account for more than a small portion of his income each year — and those sponsors count on the celebrity cache of Tiger’s brand to help sell their products. In addition, Tiger’s style and personality have won many new fans for the game — including throngs of young fans who look up to him as a role model. True, he’s only human; but for those whom society has placed on a pedestal — and are richly rewarded as a result — shouldn’t they be held accountable for their actions, just as anyone else would?

Give sincere, heartfelt apologies. In this instance, you can’t settle for par. Family should obviously come first. Then, reach out to your fan base, and extend them an apology for your behavior. Finally, look toward those sponsors whose brands may have suffered as a result of your actions. They may drop you, and that is certainly their prerogative. Be that as it may, they are no less deserving of an apology.

Rebuild your image. Just as a caddy would advise you on how best to make that perfect shot, you must surround yourself with people, products and services that can help restore your good name. Tiger must demonstrate that he is committed to his family, and intends to put an end to his philandering. The status of his marriage is still uncertain — however, he has children that will be directly impacted by his actions. Making his wife and children his first priority will earn him support among his fan base. They won’t immediately forgive him, but they will be willing to do so in time.

Many celebrity athletes have been disgraced at one time or another, (names like Michael Vick, Pete Rose, and Tanya Harding come to mind), and while not all of them have recovered, some of them have. Michael Vick’s highly publicized dog fighting ring sent shockwaves through the NFL, and incited both fans and non-fans alike. However, in a very controversial move, the NFL allowed Vick back in. He is currently the quarterback for the Philadelphia Eagles.

In golf, business and in life, the same rules apply. If you make a mistake, the best thing to do is get out in front of the situation and take responsibility. Apologize when you make a mistake, and make sure the apology is sincere. Finally, take steps to prevent any reocurence of the mistake, and work to win back trust and support.

Hopefully Tiger will emerge from this situation a better man. In the end, strength of character will trump athletic ability.

If we’ve heard it once, we’ve heard it a thousand times – folks do business with people that they like. Before you shrug off this simple truth, allow me to offer a few examples that you may not attribute to this way of thinking:

• Sports teams you cheer for
• Brand names you purchase
• The restaurants you patronize
• Musicians or singers that you listen to

At one point or another, you have been influenced to prefer these brands, groups, or establishments over other choices available to you. Why? Because they appeal to you. You like them.

Of course, having customers that like you is important all of the time – but in times when the economy is sluggish, customer loyalty can be tested. When there is no clear delineation between two choices, the buying decision is often reduced to price alone. Even if you are the lower priced option in this scenario, it’s only a matter of time before someone else comes along that can beat you on price. You need to have more to your brand image than just being the cheapest guy on the block. What can you do to make me like you…I mean really like you?

Show Me the Benefits
The best way to increase customer loyalty and win their support is to meet their needs. Does your product or service meet one or more of their basic needs:

• Profitability – you can make or save them money
• Convenience – you make their life easier, or save them time
• Security – you can offer peace of mind, and/or prevent loss
• Entertainment – you provide fun or enjoyment
• Image – you can make them more attractive or popular

Reinforce your benefits in your product literature, ad imagery, website, and newsletter; repetition will ingrain your message in your customers’ minds. Being unforgettable is great – but being unforgettable and likable is gold.