Reputation support can be messy

November 06, 2012

Reputation support can be messy

Skins International Trading, maker of compression bodysuits for professional athletes, is suing the Union Cycliste International organization for harm to its brand reputation. They are saying that the UCI did not take the doping charges leveled at Lance Armstrong seriously enough and thereby tarnished the reputation of the sport and the brands that support the sport. This is a good example of how an individual with a damaged reputation can have a negative ripple effect on individual brands, events and sponsors that practically cripples an industry. Only time will tell how this ends. Hopefully a new generation of cyclists will emerge to remove the stain left by Armstrong.

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Leslie Gaines-Ross
Leslie Gaines-Ross
lesliegainesross@gmail.com

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of reputations.

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