"Every move takes Rory McIlroy away from the 'normal guy' persona that is central to his appeal"

Richard Gillis talks to the branding folks and seems to be suggesting that Rory McIlroy is showing signs of losing the "normal guy" persona that makes him so appealing.

There’s a conundrum at the heart of Brand Rory. We warm to him because he’s talented and normal. His values seem to be those we share ourselves. In short, we like him.

The problem is that famous people, even the nice ones, are not normal. It’s just not possible to earn tens of millions, be known around the world and live like the rest of us. We, the general public, won’t allow it.
Already, McIlroy has moved from his home in Holywood, Co Down, because the attention he was getting was too much. He split up with his childhood sweetheart and is going out with Caroline Wozniacki, the world’s number one tennis player. Every move takes him away from the “normal guy” persona that is central to his appeal.

The 24/7 news media has begun to look for any signs of petulance and will be quick to write stories when they perceive McIlroy is exhibiting brat-like tendencies. Note the reporting of his post-Open interview when he complained about the rain. Or his “Twitter spat” with commentator Jay Townsend.

I once asked Chubby Chandler about this potential conflict, and he said: “If we do it well, he’ll end up being Rory McIlroy – not a marketing property.”

It’s a job he didn’t get to finish.

Chubby And Rory Volley Admiring Quotes In Wake Of Breakup

Chubby charged the net first, as quoted in this unbylined SkySports.com story on the stunning player-agent break up.

Chandler said: "Onward and upwards. We have had a quite brilliant year. The company is growing and adapting to ensure it stays at the forefront of golf and the business of managing players. We wish Rory every success.

"It has been an honour representing Rory and we take great pride in the role ISM has played in guiding him successfully through his formative years as a professional golfer.

"Under our management he has grown into an international figure and he leaves us as a major champion."

McIlroy, given the opportunity to demonstrate the form taught to him by Caroline, volleyed back.

I would like to sincerely thank Andrew 'Chubby' Chandler and his team for their guidance, representation, and management over the past four years, since turning pro.

Okay, first sign someone else wrote this: the "Andrew" reference. Go on, PR person:

"Chubby and his team have played a very important role in my success to date. I have made great progress under their management and for that I will always be grateful.

"I am now keen to move onto the next stage of my career and I feel this will be facilitated by a fresh view and a new structure around me. Therefore I am delighted to be joining Horizon and I look forward to working with my new team."