Simon Bassett, Managing Director of specialist marketing recruiter EMR said:
“With Lance Armstrong breaking his silence, the rebrand of the Livestrong foundation starts here. The shamed cyclist’s continued affiliation with the cancer charity has hindered it from disassociating itself and moving on from the scandal, but now is the time to take action.
“Four in ten marketers* think a complete rebrand is the best course of action for the charity now. Armstrong addressing the allegations is the first step. He now needs to completely sever ties with the foundation, avoiding a repeat of his visit to their offices earlier this week on the way to his Oprah interview.
Once this has happened, Livestrong should communicate its stance on the past and explain its future course. This will be tricky – particularly for a charity which must safeguard the funding and services they provide to so many. And with such a high-profile case as this, the Livestrong Foundation certainly has its work cut out.”