Call me crazy, but I’m a firm believer that when the University of Oregon football program began its brand transformation, the overarching strategy included style of play. I have a hard time thinking that the program strategically positioned as the team of the future just happened to also have the country’s most innovative and fast-paced offense. If my hypothesis is correct, it has to go down as one of the most brilliant tactics in sports marketing history. When you think of the Oregon football program you think of three perfectly aligned brand identity drivers: modern uniforms, futuristic facilities and a fast-paced, innovative offense. WHAT IF your style of play matched your brand? WHAT IF you based your coaching hires on your brand?