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Turkel Brands Executive Creative Director Bruce Turkel on what Lance Armstrong needs to do to improve his tarnished reputation.
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Everybody was similar moment.
-- -- -- A moment by.
And six hours -- day.
-- -- remember that -- mark your calendars -- -- -- January 17 could be the de Lance Armstrong finally admits to having used performance enhancing drugs.
The former cycling star will sit down with Oprah Winfrey to talk about the doping scandal.
That cost him all of his titles his ability to compete in almost any competition.
And his beloved but strong organization after adamantly denying the allegations for fifteen years.
-- -- spin this to rebuild his multimillion dollar brand and reputation.
Joining me now as.
Hello my fever marketing expert and executive creative director at her -- brands.
What do you say I mean we've seen a lot of may call -- in our -- where somebody just came out and cried and fell on their sword.
And America loves to forget those people.
Sure it's gonna work this time.
While he's gonna get up in front of Oprah and he's got a choice he can either follow the steps there's five steps thinks -- have to do.
In order to try and resuscitate his brand.
Or he can double down on denial he can be the guy you just saw in that I had talking about -- -- and watches and.
She ever -- up in smoke I can't imagine he's gonna do that I I don't I can't imagine Oprah's gonna book him if he's gonna do that she must note that he's going to bond is sort.
What is what are your five things that you have to do an M may a couple of to rebuild your brand.
While the the first thing he's got to do he's got to confess do we still hasn't done that and we're all waiting to hear the truth he's got to confess clearly.
And absolutely this is what I did.
Then he's got to define himself the number one rule in PR and politics is define yourself.
Before the competition does we've already defined him as a liar -- -- strongest now -- strong he's got to tell us who he is.
-- -- that -- what would you tell really what would you tell him what what could heat.
Beat I mean is that a comeback kid is -- what can he beat.
No he's gonna have to be the person who learned from his mistakes term you know.
Every hero story -- hero starts out by doing something incredible.
Then the hero get stuck up a tree and people throw stones at him.
And then the story becomes wonderful if the hero can resurrect OK -- to define himself as someone.
Who tried it made a mistake figured it out and now he's going to do good which is number three.
He has to act.
He's got to do something to prove he -- fix the problem.
You know that's why recovery is so prevalent when these things happening got to prove they fix the problem and that now he's worth our consideration.
And then number four most important he needs to apologize.
But it's gotta be a real apology if it's followed by -- if -- but it's not an apology he can't say I apologize if you've fought.
Or I apologize but there were extenuating circumstances we won't buy that.
He's got to apologize and finally.
He's -- relate to our emotions we have to feel for him we have to care here it's wanting to hear the facts -- yeah.
But we -- feel it here.
No that is agreed in convincing roadmap.
I can I can almost see it problem I have is that.
The did very thing that he's known for the thing that meeting great the thing that made him famous you know what's cycling was being super -- it was this fact that he beat cancer.
You know it it was everything physical about him.
If that was entirely a fraud.
I don't know what else he has to offer -- there are other people you know their politicians.
That war.
And great politicians are are good way you liked them for their political -- and then they had personal folly basically you know Ferris does not the other thing.
But he didn't ruin the main thing that you loved about -- in this case it destroyed but the one thing.
That was his calling -- so what's -- Well that depends how you look at it I mean let's face it you write a bike I ride a bike man -- could take all those drugs we still wouldn't be winning.
And beating cancer didn't happen because of the -- -- he's done some pretty heroic things.
The finger he did though that's so horrible is that he has broken or trust in him he was everybody's hero.
He lied about and demonstrate what a hypocrite as he was as well that's why he has to be contrite and he has to show us the good that came out of it.
You have to feel like well it was awful trail for him and for us but look what's happened -- what's occurred.
Yeah at how the hero has been rehabilitated.
And resuscitated and turned into something real -- very run out of time on a scale of one to money.
What do you think are the odds that he's able to make an image come back.
I'm gonna have to give me before I mean I am always absolutely amazed by Americans capacity to -- Yeah.
But I gotta tell you he really screwed the pooch on this one afford hello I can give them.
I know I mean of four is -- that's more than I Michael why they're -- emea for that's like almost -- come -- I.
You're you're -- did see Bruce has always thank you for coming on.
Well all he needs you know is to be honest OK and sincere and if you can think that -- is it's very ego at stake here at our next on money.
