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.
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Horrifically but undeniably, a dark, cynical leap into the deepest moral abyss seems to be exactly what Lance Armstrong’s career really was. Together with almost everyone who had been a fan and admirer of Armstrong’s achievements, both athletic and philanthropic, I’ve been wrestling with painful, complicated feelings of anger, sorrow, and disillusionment as the totality of his disgrace sinks in. But as a magazine journalist once deeply invested in covering the Armstrong era in cycling, I also feel a shock of self-recrimination as I struggle to reconcile my part in lionizing a man who, in hindsight, was almost certainly a cheat and a liar of breathtaking audacity and shamelessness. How could I have characterized the rumors and accusations that Lance relied on banned performance-enhancing drugs and techniques as part of a “myth”?
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