"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.