Ariel & Luna: What brand should do?

If you are not based in Indonesia, you will probably not know this. A sex tape videos reported by mediaacross this country, have included Ariel (Peterpan band vocalist) with famous female actress, are everywhere in the net. Well if you look for the video, you will not find it here

This morning, I just found out, a billboard was put down near Senayan (probably because the brand endorsed by the vocalist). I just can’t help myself to think ‘wow this is a real case study’. Looking back when Tiger Wood had the same problem, some of his sponsors also pulled back. But not Nike.

Nike must have known that Tiger has done a lot for Golf. Nike believe in his values, his professionalism and probably realize that any publication is good publication. Without doing any sudden or (dare I say) reckless move, Nike stayed with Tiger. Despite any arrangement, the brand knows that Tiger come-back would be such a long awaited moment for everyone in sports. Media built the tension, Nike shall reap the fruits.

It was true. The Masters, the ultimate golf tournament in the world, is the solid proof to Nike’s patience .

Check out what Nike did as a brand, I think it reflects humanity. When it felt like the right momentum, Nike released this ad:

Tiger could have been wrong, but then again people enjoy him as golfer.

People just love and hate scandals – there are always pro and cons, the defender and the sarcasm group. The only thing they would have in common, is that they sucked and be sucked by the media. Brand can still benefited from this accumulated fields of energy, and pull something positive out of the way, to be advertised.

You pick your brand ambassadors because they are professional to their professions.

They are still human. Human has flaws, but human can also forgive. At the end of the day, we are only human….

This is just one of the proof http://online.wsj.com/article/SB123552209870564841.html

Tags: ariel, branding, cut tari, luna, nike, peterpan, sextape, tiger wood, video