Tiger Woods is not a robot after all.

So Tiger has come clean and issued a mea culpa over transgressions and sins, blaming the media for catching him on and kicking up a storm. Media commentary goes mad and speculation about sponsorship deals is rife.

The curse of the Gillette Three has Procter & Gamble marketing guys reviewing media spend commitments and Frau Federer on edge and checking her hubby's voice mails, and in certain sectors of the media and sports marketing world there is an unhealthy dose of schadenfreude that Mr Perfect has taken a fall.

So let's forget for a second that this is a major drama for him and his family and think about the Tiger Woods brand.....most of his endorsements are, (or have been) from heavyweight safe, blue chip corporate brands that appeal to the mass market of 25-54 year old males who follow golf..Gillette,GM, Netjets, Nike etc, Brands which fit the projected image of the corporate golf world.

Here's a prediction....his image among younger consumers will go from Boring Robot who plays perfectly and says nothing of interest other than the odd expletive of frustration on the course to Cool Guy, and you'll see some big new slightly edgier brand endorsements in the pipeline.

Looking objectively at it, it is not a surprise and he shouldn't be damned for his situation. He'll be back and maybe we'll all like him a little more as he's proved he is actually human after all.