I used to be a big Lance Armstrong fan. I never met him, but I loved his story and greatly admired his tenacity, mental toughness, physical strength, and courage. His battle against cancer was inspiring and legendary. This article isn’t meant as an indictment on his accomplishments. Nor am I passing judgment on him. I don’t know if he’s done what many have claimed he has. I can only surmise that his decision to give up fighting the doping allegations leveled against him and the International Cycling Union’s decision to strip him of his seven Tour de France victories means there is some substance to the allegations.
So, what does this have to do with branding? A lot, actually.