Livestrong shows us how it's done.
Everyone knows that Livestrong hasn't had the easiest go of it lately. And so I was interested to see what I'd find at last night's Livestrong Assembly reception and dinner in Chicago. (I was actually quite touched to be invited – we've worked with Livestrong in the past, but it's been a few years.)
They nailed it. Doug Ulman, Livestrong's CEO, was open, honest, realistic about the six months they've had, and optimistic about the future. Everyone I met looked humble and a bit tired, but I didn't sense one bit of defensiveness or defeatism. And the crowd was fired up.
Sadly, we've seen lots of examples of nonprofit brand problems recently. Livestrong's response to theirs is a case study for how to respond gracefully and confidently. Well done.