how “you like that” built a brand

By the end of his fourth season, Kirk Cousins had thrown for a mere 7,196 yards and 47 touchdowns. Dan Marino, Peyton Manning, and Tom Brady had all thrown for more touchdowns than that in a single season. That’s not to say that Kirk Cousins is not a great quarterback; he may ultimately go down as one of the greatest passers of his generation. Time will tell. However, the amazing thing about his career and brand is that I can say or type the words “You like that!” and a number of you reading this book will recognize that as a quote from Cousins himself, one he uttered following a 2015 victory in which he helped rally his Washington teammates back from a 24–0 deficit against the Tampa Bay Buccaneers. Because of the popularity of the video featuring Cousins hollering the now-infamous phrase, the quarterback will likely always be known as much for his mouth as his arm. Thank you, social media.

What you say matters. And yes, once the phrase caught on with fans and the media alike, Cousins did indeed file for a trademark. According to Fox Sports, it covers the phrase for use on billboards, bumper stickers, decals and stickers for home decor, magnetic bumper stickers, posters, t-shirts, and hooded sweatshirts. Get yours, Kirk.