How a Strong Brand Helped Accenture Withstand the Tiger Woods Scandal—An Interview with Teresa Poggenpohl

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It takes a strong brand to be able to survive incidents with your marketing campaigns. And it was Accenture's brand strength that enabled the company to persevere when its representative, Tiger Woods, experienced personal issues and became involved in a scandal. Where one firm might have suffered a setback, Accenture was able to quickly and efficiently make changes and keep moving forward.

In this podcast, Teresa Poggenpohl, Executive Director, Global Image at Accenture, talks with John Doerr, President of Wellesley Hills Group, about how Accenture built its brand—and keeps it strong—and how it handled the Tiger Woods incident. Poggenpohl also explains:

• The one thing firms of all sizes must do to build a strong brand
• The importance of measuring the results of all marketing investments
• Traps you must make sure you don't fall into

Listen to the Recording:

(Time: 19:41)

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