A few months ago, when the feds' investigation of Lance Armstrong appeared in a flurry of headlines, Livestrong CEO Doug Ulman brought in Kat Jones to tell his staff, many of them new to the organization, how the Livestrong brand came about. After all, this was the seminal moment that triggered explosive growth, led to its now ubiquitous yellow wrist bands, accelerated its evolution into a global force, and facilitated an identity shift beyond its famous founder (learn more in this month's cover story). In the midst of the ongoing inquiry, that strategy is critical.
In 2004, the Lance Armstrong Foundation hired Jones and Austin-based Milkshake Media to redesign its online resources center for cancer survivors. "It was this tiny corner of the site," she recalled last summer. While interviewing a number of survivors, her team learned that they wanted to share intensely personal stories and talk to people who'd had similar experiences.
In 2004, the Lance Armstrong Foundation hired Jones and Austin-based Milkshake Media to redesign its online resources center for cancer survivors. "It was this tiny corner of the site," she recalled last summer. While interviewing a number of survivors, her team learned that they wanted to share intensely personal stories and talk to people who'd had similar experiences.
- 10/26/2010
- by Chuck Salter
- Fast Company
Photograph by Glenn Kasin
Soul Brother: Livestrong president and CEO Doug Ulman has a strong bond with Armstrong: Both are cancer survivors. | Photograph by Peter Yang
The world's most famous cancer survivor has been his foundation's biggest asset, even as it grew into an innovative force in health care. Now his legal troubles may make him a risk.
Photograph by Peter Yang
On a Sunday night in late July, a trio of bouncers stand outside a chic club near the Champs-Élysées, in Paris, checking guests for a special bracelet with a black plastic charm of a No. 28 cycling jersey. Inside, a red and white logo-festooned racing bike is on display like a sculpture. The absence of a rider is appropriate: This is the post-race celebration for Lance Armstrong's last Tour de France.
He's just finished a humbling 23rd in a race he's won seven times. But the mood at...
Soul Brother: Livestrong president and CEO Doug Ulman has a strong bond with Armstrong: Both are cancer survivors. | Photograph by Peter Yang
The world's most famous cancer survivor has been his foundation's biggest asset, even as it grew into an innovative force in health care. Now his legal troubles may make him a risk.
Photograph by Peter Yang
On a Sunday night in late July, a trio of bouncers stand outside a chic club near the Champs-Élysées, in Paris, checking guests for a special bracelet with a black plastic charm of a No. 28 cycling jersey. Inside, a red and white logo-festooned racing bike is on display like a sculpture. The absence of a rider is appropriate: This is the post-race celebration for Lance Armstrong's last Tour de France.
He's just finished a humbling 23rd in a race he's won seven times. But the mood at...
- 10/18/2010
- by Chuck Salter
- Fast Company
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