Book available online or at your local bookstore. Temeko Richardson

Best Read Friday - Rebuilding Lance Armstrong

Lance Armstrong Unfolds
The Journey to Lance
The ultimate question still remains about Lance Armstrong's future - will he be able to rebuild a brand around a likeable image after his forced and seemingly rehearsed unapologetic confessions?  I don't think anyone is denying that cycling is a sport that has decades of history of doping. But will the way that Lance Armstrong went about adamantly refusing to take responsibility for years hamper any brand comeback?

In this article, the process of rebuilding a brand for Lance Armstrong is dissected but we will see if it can work on the once most decorated cyclist of all time.

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