Sean,
Tiger's image may not have been that of a great family man, but it was more than just being the greatest golfer. Success, discipline, focus, committment - I would say that was the Tiger brand, and that is why he was so appealing to companies like Accenture, Gillette, and why they were among the first to dump him. The speech at Ponte Vedra was, in my opinion, about restoring the broader appeal of his brand.
He was portrayed as a guy with no loose ends, when in fact he was kind of a mess.