Redefining a brand is one of the most rewarding parts of my job.

Redefining a brand is one of the most rewarding parts of my job.

Because once you define the destination, the work gets clear.

What do you want to be known for?

What should people feel?

What should they expect at every touchpoint?

In sports, that shows up everywhere.

Uniforms. Campaigns. Game presentation. Social voice. Fan experience.

But those same principles apply far beyond sports.

Last month, our partners at BDA, LLC unveiled nearly two years of work.

Two years of alignment.

Of clarifying vision.

Of defining what a 40-year-young company should evolve into next.

Of asking what matters most to their partners and making sure that answer shows up everywhere.

“Never miss an opportunity to tell your story” only works when everyone knows what the story is.

For BDA, this evolution reflects a vibrant, diverse, creative brand that has helped iconic brands create brand love with their audiences through merchandise and is now confidently spotlighting their work, people and identity.

This kind of work is never linear.

There are breakthroughs and breakdowns.

There must be trust.

Thank you to Anouk Pape, Susan Wolfe, and Brian Hodges for leaning in and to Jay Deutsch, Barry Deutsch, Steve Avanessian, and Rob Martin for the partnership and friendship along the way.

Brand evolution isn’t cosmetic.

It’s alignment.

#WhatsYourCUENTO