PepsiCo, for example, dropped the specific brand of Gatoraide that was named for Tiger. It is called “Tiger Focus.” They could have changed just one letter in the second word, and created a high demand to get bottles with that modified name.

The brands should build on the idea that Tiger is a man of the people; his has weaknesses as well as strengths. Gillette, for example could produce a new razor that cuts so well that it “allows you to be with more than one woman a night without giving either one razor burn.”