The Tiger Woods brand consistently delivered on its expectations — integrity, dignity, determination, competitive fire and loyalty — on and off the golf course.  The brand experience was highly attractive to be repeated by fans, endorsers, news media and even his competitive foes, all telling of great stories and experiences with anything Tiger.

For Toyota, quality was the axis of its brand. The automaker entered the U.S. market decades ago amid a storm of skepticism on reliability, and Toyota quickly and has since silenced the naysayers, albeit until recently.

In produce, character is often reflected in the quality of products delivered to customers and consumers alike — freshness, taste and appearance — and in environmental stewardship, labor relations and food safety standards.

Read more thoughts in The Packer on what leaders in produce, and any other industry, can learn from Tiger and Toyota.