ABSTRACT
This chapter talks about Tiger Woods and Martha Stewart whose brands were marred by brand disasters where it missteps that mushroomed into reputational nightmares. The golden rule to avoid disaster is: first, do no harm to your reputation and treat your brand like gold then, understand how to react when there is a crisis. Tiger Woods wasn't CEO but he was a paid spokesperson, someone held up as symbolizing each company's values. As a brand champion, the CEO is in a unique position. He or she can either enhance respect for the institution or damage it. Martha Stewart is perhaps the most prominent business woman of our time. When she was indicted for lying to investigators about a stock sale, she was a successful magazine publisher, best-selling author and daytime television personality. Her programs were broadcast all over the world. Her empire encompassed thousands of home furnishing and other products, sold through partnerships with companies such as Sears and Macy's.
