Re-branding Lance Armstrong: Marketing Pros’ 6-Step Recovery Plan

What, if anything, can be done to help rebuild Armstrong’s image? Lance Armstrong, after all, isn’t just a man. He’s a marketable brand, too. Since it launched in 1997, his foundation Livestrong (formerly known as the Lance Armstrong Foundation) has raised more than $470 million for cancer awareness and research. So I asked four professionals in brand management, public relations, and consulting what advice they would give to Armstrong to help salvage what’s left of Brand Lance.

Read more. [Image: AP / Marcio Jose Sanchez]

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36. thehedrick said: I can’t help but wonder if there is some interest in this story on your guys’ part because of your recent misstep with the advertorial. I made a fuss about it but that probably wasn’t right either. Either way, I still love and respect The Atlantic.
37. armadas reblogged this from theatlantic and added:

    I believe the Livestrong foundation was actually much more focused on awareness and education rather than research, no?...

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