LIVESTRONG…All of Us
Posted on 09. Nov, 2010 by The Relationship Era in Blog, Brand Stories, Trends
You know the yellow wristband and the iconic namesake of the LIVESTRONG Foundation. But if you have never visited LIVESTRONG.com, the for profit sibling of LIVESTRONG.org, you might be a little surprised to see how the organization is approaching sustainability while remaining committed to its principal cancer-fighting mission.
LIVESTRONG.com plays more to overall wellness and fitness, generating revenue from advertising and member subscriptions. The site’s mission: “Dare to change your life,” is admittedly expansive, but there is continuity with the foundation’s purpose–supporting those fighting cancer and working to create a world where the fight is no longer necessary. The .com is packed with tools, information and inspiration for people on the path to overall fitness and health.
What do you think? The logical extension of the world’s highest profile cancer survivorship brand, or something else?
Josh Deschenes
10. Nov, 2010
After working in a hospital, I noticed that sharing experiences in a health context is powerful. The sterile environment causes loss of identity. As pharma companies race to build interaction arms, perhaps livestrong.com is developing it’s own space for relationship. A space similar to Patientslikeme and Facebook but broaden with an Armstrong ‘bootstraps’ flair.
Or, could it be an advantageous attempt to diversify what/ who is Livestrong? Looks like a great idea amid alleged allegations.
What do you think?
Greg Flory
10. Nov, 2010
Josh, thanks for the comment. I think it’s a logical extension of both the LIVESTRONG and Armstrong brands. However the current investigation ultimately plays out, moving into broader wellness is a natural fit for both an organization and a person with iconic health and fitness credentials. Eliminating the need to fight cancer–one of the Foundation’s key objectives–speaks to the need for healthier lifestyles, in addition to better public policy and ongoing research and development. The livestrong.org cancer focus would probably be limiting for the broader fitness audience.