Newsweek features LIVESTRONG

The ubiquitous yellow LIVESTRONG wristband- a symbol of the fight against cancer- made its way onto the cover of Newsweek last week for the magazine’s coverage of Elizabeth Edwards and Tony Snow’s recent recurrence. More than 10 million cancer survivors nationwide were instantly reminded of the courage it took to overcome the dreaded diagnosis, and the fear of recurrence they live with everyday.

Of course it shouldn’t take a Newsweek article to remind us that cancer is an ever-present threat (1 in 3 people will be diagnosed with cancer in their lifetime), but I want to focus on the power of symbols and storytelling in driving public awareness and interest. In higher education particularly, we focus on the value of the scientific research being done in the laboratory- which is essential- but the human story can get lost. Perhaps more importantly, the relevance is not understood.

Stories that resonate deal with real people and real life- those are the most compelling. So are the ones that hit close to home (3 out of 4 families will care for a family member with cancer). Lance Armstrong has become a powerful poster boy for survivorship by not merely surviving, but by living life to the fullest, and staying dedicated to the fight that affects so many Americans. People naturally draw inspiration from his story. I also draw inspiration from the way he’s managed to leverage that attention. After all, it wasn't Lance's picture that appeared on the cover of Newsweek.

The Lance Armstrong Foundation (LAF) celebrates its 10-year anniversary this year, but the yellow wristband is just 3 years old. Not since Lou Gehrig has a major athlete or celebrity been so linked to a cause. Still, Armstrong’s foundation has benefited even more by nurturing and leveraging the LIVESTRONG brand. Following Armstrong's retirement from cycling in 2005, the foundation is stronger than ever, thanks to its successful branding. The Newsweek cover just underscores the relevance of the LIVESTRONG brand today. It is at once a message, a cause, a color and a symbol- seamlessly tied to Lance’s story of survival and triumph- bringing hope and raising awareness millions of times a day. This powerful combination gives the LAF what I consider to be a “Best Brand.”