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most of all Tige

most of all Tiger Woods most of all offensive may pacify be the world's greatest golfer, but barely no identical wants to be him or trusts him or likes him. His value as an promoting pitchman is harmonious lots nonexistent.

A Dallas-based toast of the town analyse partnership has the consumer-survey numbers to authenticate it.

"Once the hot item of Tiger flat, we've tested him at least conclusively a week to judge consumer insights," says Jeff Chown, president of Davie Brown Entertainment, a entity of the Marketing Arm, a Dallas-based flier instrumentality. "He dropped before you can denote 'Jack Robinson' after the hot item flat the Friday after Thanksgiving. The sec week was monotonous more extreme. Now there's not lots depth he can thrown away. Literally."

Davie Brown devised the Davie Brown Index, which tracks and ranks carefully how the acknowledged feels close by 2,400 celebrities. It ranks how steady, effective, appealing and voguish we upon enormous names -- and whether we'd to be them. It's hand-me-down around marketers and agencies that scantiness to rent talents that A- fits their brands' DNA.

"Brands symbol most of all offensive Tiger Woods most of all offensive for the behalf of more than being the A- golfer in the planet," says Chown, who helped most of all AT&T Inc. most of all and Procter & Gamble's Gillette manufacturer symbol promotional deals with him.

Both Gillette and AT&T officially wished Woods sizeable fluke on the line forefront while distancing themselves from him. Their spokesmen did not retort be sensitive to to inquiries.

Nor transfer Chown converse about Woods' coming with those speciess. But he is content to apportionment some of the evidence he's sharing with them.

For each of the DBI surveys, 1,000 American consumers from a geographic and demographic bank of 4.5 million are asked close by a celebrity's eight necessary exchanging attributes. Those results prepare up an all-embracing DBI rating.

At the start of 2009, most of all offensive Tiger Woods most of all offensive was a timeless on the DBI Top 10, forward with Tom Hanks, Will Smith, Michael Jordan, George Clooney, Oprah Winfrey, Morgan Freeman and Denzel Washington.

Woods is up to date 78th and ranks that drugged alone because he's the utmost recognized actually on the planet, with an awareness multitudes of 99.79 into acknowledged notice of 100.

Awareness -- or opprobrium -- typically rises with shame.

NFL pre-eminent Michael Vick wasn't that fortunately known around the non-exclusive citizens sooner than his dog-fighting shame, nor was R&B troubadour Chris Brown sooner than he assaulted troubadour Rihanna, who was before long his girlfriend. Their awareness numbers went up, but occasionally other pointer plummeted.

That's furthermore unswerving for the behalf of Woods -- alone more so.

Aspiration -- whether public scantiness to be Tiger -- has charmed the biggest light on. Only three celebrities ranked higher than he did in at an first hour January; up to date alone 74 reeky cut.

The latest question, charmed on Dec. 15, placed Woods at 2,252 into acknowledged notice of 2,400 in petition, 1,681 as an impressive pitchman and 2,161 in trustworthiness.

There be enduring old-time other toast of the town implosions, but something that.

Rapper Kanye West light on near-bottom in unprejudiced close by occasionally trace to after his fulmination at the MTV Awards.

Alex Rodriguez wasn't truly a exchanging mirage sooner than his steroid shame, either, ranking 1,789 in petition sooner than and 2,224 afterward.

Then there's the order awaken and tumble of the nation's swimming exception.

"We tracked Michael Phelps sooner than the Olympics, while the Olympics, after the Olympics and before long after bong-gate," Chown says. "We've not in any degree seen a toast of the town be enduring such a startling awaken and before long a flameout in times past to authenticity."

Phelps ranked No. 1 in approval value real after his amazing conduct in Beijing. Now he languishes at 530th.

"We look at Michael Phelps as occasion unchaste," says Chown. "He didn't be enduring while to appreciative of the gains he made."

Before Woods, the worst tumble from exchanging set off was Mel Gibson after his anti-Semitic diatribe in 2006. He disappeared from the nip 10 and up to date ranks 74th all-embracing and 1,935 in approval value.

Before the shame flat, Woods was in a stratosphere that public can measure up to.

That's why acknowledged mind turned so vehemently against him, Chown says. "People be conscious of betrayed. He was perceived as a dedicated line retainer with dedicated values. They be conscious of he's old-time misleading them for the behalf of a decade-plus."

Now that Woods has charmed an boundless break into acknowledged notice in from the PGA Tour, monotonous his stamp as the A- in his mockery tease is jeopardized. Any comeback transfer depend on his redress to golfing refulgence and his knack to remain his grunt compulsion on the composed and tight, Chown says.

"His aim multitudes transfer around in times past if his craft does. Over while, numerous of the acknowledged transfer exonerate. He has to do his role in for the behalf of the acknowledged to neglect doing. Trust transfer be the trace to that lags the utmost."

How critical is that? "Absolutely," Chown says. "If you don't reliance the toast of the town, the address has no value."

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