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LIVESTRONG was looking to redefine its brand story after the Lance Armstrong controversy and Nike had ended its partnership with the organization.
Much of the brand’s story, reputation and marketing had been built around Lance Armstrong and, by extension, Nike. Meanwhile, its community of supporters was anxious to understand the future of the brand.
We First provided a strategic brand story in a way that would drive and build community engagement.
We First provided a future-facing brand story and strategic guidance for how to redirect the brand to move past brand challenges.