There’s a convergence among NFL teams in their slogans. Much like the crab form in nature, all football teams eventually invoke the same totems in their quest to be the most football of all. Toughness, both physical and mental. Every wants to be blue collar, every wants that Midwest Rust Belt character of grit and strength from world-weariness. Clear-eyed, forward-thinking yet rooted in tradition. All teams are different, but they all speak the same values, believing they alone embody them best.
The most important thing in the western world right now is selling a story, and the story often has to be compelling far more than it has to be genuine.