To what degree does a personality sell?

Look at Tiger Woods. There is an obvious risk with associating your brand too tightly to a single person. So, what is it that Tiger brings or what has he brought to Accenture or Gatorade (besides  great embarrassment)?

A presumption of excellence.

Not just golf excellence, but an overall sense of just being on top of the world and doing every thing really well. This also meant “marrying well”- gee, a super model,  and having a wonderful marriage – that is all a part of the image that is being sold and connected to the brands he endorsed.

Moral analysis, notwithstanding, Tiger became much more than a spokesperson – but an emblem for these companies.

How rare is it to have a spokesperson like Steve Jobs? Someone who is able to introduce an entirely new category of product or service?

In the case of  Steve Jobs he  brings, implicit in his presence, the notion that Apple will be a creative leader and a category buster.

He is a visionary with a track record – so he is not just imputing personal qualities to his company brand but is actually melding with and forming the brand qualities of Apple. He becomes visual short hand for the brand.  But what happens when he’s gone?

What would it take to develop some powerful personality around your company?  Should you? When does it make sense and when is it a waste of time?