The Tiger Woods brand identity is hurting. Tiger is laying low. His sponsors are running. What should he do? 

My daughter Alyssa showed me the interesting critique and ideas for reviving the Tiger brand in The Economist. But he's probably waiting for the official Moshe Engelberg brand identity improvement recommendation before he does anything. Who can blame him?! So here ya go Tiger! 

Come clean - totally clean, and make sincere amends to your wife and fans. Show your pain Tiger, show how deeply you hurt. You'll find that your attempt matters more than his wife Elin's acceptance. America so wants to sustain its belief in you not just as the world's best golfer, but you as a good man (which are of course the two parts of the Tiger Woods brand). We are very forgiving and love stories of good overcoming evil, even more than good, well just staying good.

The marketing lesson: The gap between Tiger's identity (who he is) and his image (how he is perceived) is the problem. People assume their perceptions match the reality, and have trouble reconciling a gap. Similarly, an identity-image gap really hurts companies too. For people and for businesses, closing the gap means one of two things: Changing who you are to match how you're perceived, or changing perceptions to match who your are. 

Tiger, for your integrity and for your money... come clean!