The resurrection of the Tiger Woods Brand began Friday with his televised apology. Woods seemed sincere, but the mea culpa to his fans, sponsors and the general public is secondary to something else.

He must win at golf.

The most important part of Tiger’s brand is being a golfer who wins. Yes, his image as wholesome family man helped him be a pitchman, inspiration to kids and known as an all-around good guy. All of that, though, was based on him being a golf champion.

His apology was a good first step to bring reality in sync with what his image was before seemingly countless women came forward to say they slept with Tiger. The biggest step, though, will be when Tiger competes. If he can dominate on the golf course, then he will be “back.” If he can’t, The Tiger Woods Brand will be a contrite face on the memory of a once-great golfing career.