Having been stripped of his Tour de France, six in ten marketers believe cancer support charity founded by Lance Armstrong, Livestrong Foundation, should sever all ties with the former cyclist.
EMR surveyed 103 marketing professionals about the best course of action the brand should take in light of the scandal and found four in ten suggested a difference course of action, that the charity retain is distinctive yellow branding and name, but sever all ties with its founder.
However, a quarter see Lance Armstrong’s link to the charity as too damaging, and that Livestrong Foundation should completely rebrand, the figures showed.
14% of marketing professionals believe that Armstrong should be restored to his former position as Chairman as he is still a useful marketing figure.
Just 14% of marketing professionals believe that Armstrong is still a useful marketing figure and should be restored to his former position as chairman.
Simon Bassett, MD of EMR said: “The Livestrong Foundation is one of the most recognisable charities in the world - its yellow bands are a stroke of genius. Thanks to the strength of its brand, many marketers believe it can ride out the storm, albeit without its founder.
“For many marketers though, even the association with Armstrong – the name ‘Livestrong’ and the colour yellow, which he is alleged to never have worn legitimately, never having led the Tour de France ‘clean’ – are simply too damaging for the brand to survive. In their opinion, only a complete rebrand will allow it to continue to attract donations from a sceptical public.”