Lance Armstrong's re-branding starts with Oprah

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Lance Armstrong, shown in this 2010 file photo, says he is ready to speak “candidly” in his upcoming interview with Oprah Winfrey. (File/Associated Press)

Lance Armstrong, seven-time Tour de France  champion officially commences his re-branding campaign with an appearance on the Oprah Winfrey show later this week.

According to media reports he is expected to admit to doping throughout his career in an attempt to save further embarrassment for his charity Livestrong, which he founded and has since stepped down from.

Armstrong’s past bullet proof shield of celebrity and philanthropy came to a sudden end once allegations were aired about his doping practices and stand over tactics to colleagues to keep them silent.

His celebrity and philanthropy masked his behaviours over many years and gave him a license to get away with what he did. This appalling behaviour will not be easily excused by the countless  individuals and organisations that were effected by his actions.

We can be confident that Armstrong’s chutzpah will once again be on display with Oprah in a new softer manner that may include him saying ‘sorry’, presuming his legal team approves.

Will the re-branding exercise work long-term? Time will tell, but Lance Armstrong serves as a great lesson in personal branding case studies – lying, cheating and intimidating individuals is not the the example to set if  you value your legacy. Many corporate chiefs among others may also choose to heed this lesson. What do you think?

More on this topic go to:

Lance Armstrong – once a cheat, always a cheat

Fess up, but say it like you mean it

The ImageMaker
The ImageMaker
The ImageMaker is a blog that provides short, succinct articles reviewing the key editorial, commentary and opinion pieces in the major international news outlets each week with specialised commentary from an image / brand management and entrepreneurship perspective. Our coverage ranges from front-page news, to Business, Economy, Tech & Science, Life & Culture and anything else that we see fit to comment on. The ImageMaker is also a place for dialogue - we feel that news services today should be interactive and should involve readers. That’s why we offer a prominent space on every page for our regular readers, for up-and-coming players in politics, business, sport or entertainment, and for people who find themselves in interesting places at interesting times, to share their views. Stay informed, and save time.
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