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Does the Livestrong Foundation need to further re-brand themselves in the wake of Lance Armstrong’s confession to using performance enhancing drugs? Trust is a necessary component of building a strong brand, and the scandal has tarnished it. Non-profits do not have a product, only a compelling mission which must bring in donations.
The Livestrong Foundation has made critical strives to protect their brand. First, it has expanded from its roots to become a major
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