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On April 29, 2009, nearly seven months before Tiger Woods' auto accident and subsequent personal troubles, almost five hundred business and marketing executives gathered at the John S. Knight Center in Akron, Ohio to hear Jack Trout, acclaimed marketing strategist and author of numerous positioning books, talk about the twin of positioning, "repositioning."

Jack Trout's comments on why Tiger's endorsement deal with Buick wasn't such a good fit are relevant even in the light of current events.