Here’s a story that shows what happens when an organization forgets that it’s about the fan, and then remembers. In Major League Soccer, there’s a team called the New York Red Bulls. If the logo looks familiar, there’s a good reason. The team is owned by Red Bull, the makers of the heinous-tasting, but incredibly popular energy drink. Among the many, many other successful branding platforms that the company has established, they bought this team in 2006. As corporate names...

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