Woods blows comeback: Compromises his brand

Tiger Woods missed a golden opportunity to gain support and restore his tarnished brand. After not taking the women in his life seriously, he chose to resume his gilded golf career at Augusta National, a club that excludes women. At a time when golf desperately needs to attract women fans and golfers, and when women executives strive to crack old boy networks that make deals at the club, Woods could have told Augusta National that he would begin his comeback at the Masters if they opened their doors to women members.

Could they have refused his demand? Only if the guys at Augusta were willing to miss hosting the most highly publicized sport event of the decade. If they granted his demand, Tiger could have altered his reputation as a politically insensitive money machine and endeared himself to women, many of whom see him as a philandering snake. If they refused, he could have made his comeback at the next major tournament, defused critical attention focused on his return, gained new fans, and joined an esteemed group of athletes who are known for doing the right thing and bringing about progressive change.

In either case, his mother and wife would have taken notice and been proud of him. Even the harsh words of his former bedmates would have been muted. But instead, Woods chose to shelter himself in the male-only confines of Augusta National with guarantees of restricted media coverage.

He took the easy way back into his golf career, but he blew his comeback.