In the Chicago White Sox's offseason, a key word has been rebuilding.
Some might not like the term.
Danny Knobler of CBSSports.com mentioned that some shuttered at the thought. Granted, rebuilding calls to mind the fire sales—giving away their best and most expensive players—that the Marlins conducted after their World Series titles.
The White Sox aren't trading away their most expensive players: Williams isn't dealing Alex Rios, Adam Dunn and Jake Peavy because he can't.
Dunn is one year into his contract. The White Sox owe Rios $12 million next season, and Rios receives another $500,000 if he's traded. Peavy's a tough player to trade since he's often injured.
Thus, Williams is left to deal somewhat less-expensive players like Gavin Floyd and Carlos Quentin, who will earn close to $14 million combined in 2012. It's not a huge amount, but it will help Williams save money while assembling the Chicago roster.
Rebuilding is difficult to sell. Fans might not like to jump on with a team that is rebuilding: it sometimes forgoes the possibility of contending for the playoffs.
White Sox chief marketing officer Brooks Boyer is facing uncertainty with the uncertain outlook for the White Sox.
When it is revealed, the slogan will likely be met with lukewarm reactions from White Sox fans. That's because the team Williams fields will likely inspire mixed reactions.
The "All In" campaign failed, not because it was a bad campaign, but because the team didn't succeed.
The White Sox spent $127.8 million, an astronomical amount for a Jerry Reinsdorf-owned team, but only won 79 games. Expensive players like Peavy, Rios and Dunn underwhelmed. Ozzie Guillen didn't make all the right decisions.
Some slogans pan out and some don't.
White Sox fans will always remember the "Good Guys Wear Black" slogan of the 1990s. "The Kids Can Play" slogan of 2000 was tacky, but the White Sox just happened to earn the best record in the American League that year.
Others, like the "All In" slogan are best left in the wastebasket at the end of the season.
Slogans don't matter if the team on the field isn't good. A team can go all in and still lose. The kids can only play if they can play.
Maybe it would be alright if the White Sox went without a slogan and hoped the team Williams assembles for 2012 just wins.