We've previously derided the concept of #BRAND at this humble blog. And with good reason. DOCTOR Daryl Gross's vision for the Syracuse Orange worked in some respects (we ARE in the ACC now, after all), and failed in others (lost the community fan base). But at the end of the day, the signs on top of taxis and at Yankee Stadium, and the garish uniforms failed to really establish a #BRAND for the most important asset Syracuse has: the football program.
But that doesn't mean #BRAND can't work. This fall, UNLV may end up rewriting the script on how to do it correctly.