The Brand

The Mark O’Meara brand is pretty small. My reputation extends to a couple of thousand people at most. About half of these people have met me. The other half know me only by reputation, and that’s a mixed blessing.

In some circles, my brand is valuable. I am known for being effective and, I hope at times, compassionate. In other circles, where my behaviour has been less sterling, the brand is possibly a weight, and is associated more with arrogance. Where my brand or reputation is good, this helps me: people co-operate, door are open. When my reputation is not so good, well, less so.

Luckily, the brand we build is not beyond our control, at least as we build it. But once it gets out to people who only know you by reputation, things take on a life of their own and things are harder to control. If you are lucky, things will do well all on their own. If your luck is less stable, or perhaps you reputation was always mixed, this same brand can be a weight around your neck.

This has to be the bit about celebrity that is the hardest. When your brand is doing well, doors open with no questions. When your brand has soured, doors are closed with no questions or opportunity to defend yourself.

Which is why, these days at least, I am happy to be famous, famous to fifteen people. They all know me.