Lance Armstrong: Hero & Branding Master

Since his first Tour de France win, I have been a huge fan of Lance Armstrong. In fact, I use his example of greatness many times in my seminars and in one-on-one interviews.

But Lance is not only a cancer survivor, an inspiration to millions, but he is also a marketing master for his own brand, LiveStrong.

Lance has not only survived one of the deadliest diseases, he went on to prove that mind over matter can be taken to previously inconceivable heights.

You could not have written Lance's story and have it believable. Now this blog article is not about that well covered accomplishment. Lance then toped off his historic feat of seven wins in a row by doing a a perfect job of marketing his "triumph over struggle" feat. Lance has turned his epic life into a powerful brand that represents so much more than surviving cancer.

Lance Armstrong's brand is just as much spiritual and mental as it is physical. LiveStrong is a perfect blend of Lance's name and his belief in his fellow man. He has not only awed us, but Lance has invited us to believe that this is what we're destined for. And Lance has captured that into a bracelet, a clothing line and many other aspects within his ppowerful brand.

The lesson we can learn from is this: We too are survivors of something. In today's economy, we need other examples of HOW TO SURVIVE AND FLOURISH.

I survived the dot.com bust and built a huge internet business.

I have survived well being a successful business woman in a man's world.

I came back from bankruptcy to making millions.

I survived drug addiction, and now run a center to help those who also struggle.

You get the point. Now we might not be as famous as Lance, but the example here is that maybe our positioning could be that of one who can show others how to make it, how to overcome their form of "cancer" and then to flourish depsite all the odds and experts.

Best, Edwin Dearborn

I Didn't Relish My Pickle

This may seem insignificant, but I feel my free pickle is a microcosm of a bigger problem in marketing. You see, I didn't ask for, nor want a large pickle spear as part of my garnish.

I had ordered a pretty fancy sandwich and was kindly asked if I wanted a bag of chips or an apple. Feeling like I should be a healthier consumer, I went with the apple. The service was prompt, but right by my sandwich and my very small apple was a pathetic pickle spear. No one asked me if I wanted one, I just got it.

I say pathetic, as this uninvited guest was bereft of color or crispness. Already not a pickle eater, this just furthered my preconceived ideas of not liking pickles.

Why did they not spend that pickle money on a bigger, better apple? I mean that's what I wanted. So please bring to me the high level of exchange in what I wanted.

Or at least give me the option of a better garnish. I like grapes or maybe carrots.

In marketing, we may be providing unwanted pickles, when really our customer wants a better apple or something more pleasant. Small stuff, when offered correctly, are the important, personal touches that adds to our brand value.

Maybe you need to do a reality check and see that some of what you are providing is an unwanted pickle, that when discovered and remedied, now opens the door to providing the actual item that people want, and doing so with your saved up pickle money.

Best, Edwin Dearborn