It’s safe to say the damage has been done, when it comes to the Lance Armstrong “brand.”
Although he is finally confessing (sort of) to the doping so many have accused him of, the onetime “hero” now seems more “zero” not only for his transgressions, but also his vocal attacks over the years on anyone who would suggest he was acting illegally. He’s been stripped of his titles and left to do legal battle with sponsors over money they want back.
And frankly, it’s likely to get worse if and when he finally testifies under oath before the World Anti-Doping Agency in an effort to get his lifetime competition ban lifted.
So what’s a disgraced superstar to do? Ashley Fetters of The Atlantic asked some branding pros for their suggestions, which ranged from “confess” to “take up a new charity.” Truth be told, this is good advice for building a better Lance Armstrong, not just his brand.
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