learn from lance armstrong July 4th, 2009 by Nikola
lance armstrong is a founder of lance armstrong foundation.
lance armstrong is a natural in branding, pr and marketing.
lance armstrong is extremely hands on active in marketing of his foundation - his comeback and his online activities come under this umbrella.
he does the “dirty” work himself on twitter, livestrong blog and on the bike.
there is no bigger value for a brand than a authentic personality brand and lance armstrong pushes that as much as he can by himself, because in such cases only he can do it, no one else can do it for him.
many clients often think there are armies of people doing stuff behind the stars. not really. stars are the stars because they take time to learn it, they make time to do it, and they do do it day after day. it is hard work. 24/7.
not only that - but lance has made a comeback to cycling and tour de france as a pr campaign for his cause - to fight cancer. dream of probably every consultant is to work with a client who is driven like lance. motivation of top management is maybe the most important factor to success.
lance armstrong also is very skilled in combining all his brands: foundations, sponsors, team, his shop… it is a network of brands which all connect around his persona and benefit from this network.
sure, there are many mistakes, and his whole project could be polished up. but these are details - maybe few % effect is lost. he is very close to 100% of what he can do which is one in million.
will be interesting to see how much content can lance produce during tour de france.
please read lance armstrong “why i ride” open letter.
good luck lance!
ps lance is also a fan of yellow.
July 17th, 2009 at 5:18 pm
The “Lance Armstrong act” is a tough one to follow. You are right, he really is good at all the right things