No I am not being a homer. I am being a brand strategist. Ever since the glory days of the 1990s the Denver Broncos have been trying to find an identity. They have tried to replicate the period of time when John Elway was quarterback and throwing touch down passes at will. Ironically, with Elway as the vice president in charge of personnel, the Broncos have gone old school with a running and sometimes gunning quarterback, Tim Tebow.
Yes is is often painful to watch the Broncos these days, but that is because it is a different brand of American football than what we are used to watching. Now it is not throw it down the field and hope someone catches it. It is about grinding it out. It is about branding. When organizations understand their strengths and are able to leverage those against the competition, they are usually successful. When they try to be like everyone else, that is a recipe for disaster.
The National Football League has for years embraced the notion that it is a copy-cat league. That is not what brand building is meant to be. Brand building is about embracing our differences. Now that a team is doing so and going against the grain, most people cannot handle it. I say, go for it. Be different, you might just have others trying to be like you. Being different allows you to recruit and retain brand champions. Denver has probably not had this much recognition in the history of the team.
