Brand trust is a foundation to every company’s success. Every brand has a story, and this one no longer has a happy ending.

When you build an empire on being super human and an inspiration you need to deliver. Lance failed to understand this. Yesterday, he stepped down from his $500 million cancer foundation. The biggest losers in all of this? Families and organizations that could have benefited from monies raised by Livestrong.

Livestrong CEO Doug Ulman said they would “keep fighting for the mission” of helping cancer victims. They are banking on the idea that the good done by Armstrong the cancer fighter will overcome the damage to the organization by the fall of Armstrong the athlete. 

Mega sponsor Nike Inc. said last week it was sticking by Armstrong, but did an about face and dumped him yesterday. Sponsors rarely pull out when the spotlight on controversy is white hot, but when it doesn’t go away they will re-evaluate.

George Merlis, founder of Experience Media Consulting Group in Los Angeles, said Armstrong’s defiance is risky for his charity. ”Every stone wall eventually crumbles,” Merlis said. “There are second acts in American life. He needs to do a mea culpa and ask that the charity not be hurt.” 

CC’d” noticed there’s a big sale at Livestrong Fitness. 60% off of Livestrong fitness gear plus a $25 gift card.

By: BYRON DOWLER