It's been a bad couple of weeks for Tiger Woods. It's been even worse for the brand execs who tied the sales of their products to his image as a consummate winner who epitomized the American dream. Nike and videogame maker Electronic Arts have the most to lose from a major disruption to their holiday season marketing, but many companies have pulled ads while the dust settles. This is the down side of latching your brand's star to an image. All too often those images have feet of clay. Can you say Michael Phelps?

On the other hand, Break.com the testosterone-drenched gamer destination has capitalized on Tiger buzz by launching a "Tiger Woods Wife Outrun" game. In just a few days and with no orchestrated go-to-market plan, they improvised a product and a strategy which has drawn over 1 million players to their virtually unknown website.

Most companies don't have the cash for major celebrity endorsement deals. But with technology and social media to help spread the word, most companies can react when an opportunity presents itself. Just keep your eyes open.

"Every situation, properly perceived, becomes an opportunity."

Helen Schucman