Featured in the New York Times Room for Debate: Does a Fallen Leader Crush His Cause?
Identity Should Sync With Image
by Nathalie Laidler-Kylander
October 23, 2012
“A brand is a promise. It’s what people perceive, feel and believe about the organization or person that embodies its message. A brand is also a vehicle for creating trust with stakeholders, and in the nonprofit sector in particular, trust is crucial.
In the case of Lance Armstrong and Greg Mortenson, it is fair to say that their respective “scandals” have negatively affected their individual brands. The extent to which the negative impact has spilled over into the organizations that the men helped build (Livestrong Foundation and Central Asia Institute) is still unclear…”