Assessing the Importance of Tradition in NFL Team Branding

Green Bay's Oval G

GREEN BAY, WI - DECEMBER 28: Aaron Rodgers #12 of the Green Bay Packers is hit by Dewayne White #99 of the Detroit Lions on December 28, 2008 at Lambeau Field in Green Bay, Wisconsin. The Packers defeated the Lions 31-21. (Photo by Jonathan Daniel/Getty I

Chicago Bears, Still the Same

LAKE FOREST, IL - MAY 01: Juaquin Iglesias #17 of the Chicago Bears participates during a rookie mini-camp practice on May 1, 2009 at Halas Hall in Lake Forest, Illinois. (Photo by Jonathan Daniel/Getty Images)

The Colts, New Town, Same Threads

SAN DIEGO - JANUARY 03: Quarterback Peyton Manning #18 of the Indianapolis Colts drops back to pass during the AFC Wild Card Game against the San Diego Chargers on January 3, 2009 at Qualcomm Stadium in San Diego, California. (Photo by Stephen Dunn/Gett

Cleveland Browns, I & II Bland, boring, plain, wonderful helmets!

CLEVELAND - DECEMBER 21: Jamal Lewis #31 of the Cleveland Browns carries the ball during the game against the Cincinnatti Bengals on December 21, 2008 at Cleveland Browns Stadium in Cleveland, Ohio. (Photo by: Gregory Shamus/Getty Images)

Oakland Raiders, Silver and Black Forever

ALAMEDA, CA - MAY 08: The Oakland Raiders huddle together during the Raiders minicamp at the team's permanent training facility on May 8, 2009 in Alameda, California. (Photo by Ezra Shaw/Getty Images)

Pittsburgh Steelers Ironclad Look

PITTSBURGH - MAY 01: Mike Wallace #17 of the Pittsburgh Steelers runs a pass route during rookie training camp at the Pittsburgh Steelers Practice Facility on May 1, 2009 in Pittsburgh, Pennsylvania. (Photo by Joe Sargent/Getty Images)

Miami Dolphins Have the Look

NASHVILLE, TN - JUNE 22: Emilio Estefan and Gloria Estefan pose with their team The Miami Dolphins helmet before joining Hank Williams Jr. to sing 'Are You Ready for some Football' in Spanish as part of the 40th Anniversary of Monday Night Football at Cen

Kansas City's Classic Arrowhead

CINCINNATI - DECEMBER 28: Quarterback Tyler Thigpen #4 of the Kansas City Chiefs passes the ball downfield during the NFL game against the Cincinnati Bengals on December 28, 2008 at Paul Brown Stadium in Cincinnati, Ohio. (Photo by Andy Lyons/Getty Imag

Purple People Eaters Maybe, but Uniform Keepers They Are

MINNEAPOLIS - JANUARY 04: Akeem Jordan #56 of the Philadelphia Eagles is called for roughing the passer as he hits Tarvaris Jackson #7 of the Minnesota Vikings during the NFC Wild Card playoff game on January 4, 2009 at the Hubert H. Humphrey Metrodome i

San Francisco May Be the Change Capital of America but not in Football

SAN FRANCISCO - DECEMBER 28: Quarterback Shaun Hill #13 of the San Francisco 49ers passes the ball during the game against the Washington Redskins at Candlestick Park on December 28, 2008 in San Francisco, California. (Photo by: Jonathan Ferrey/Getty Ima

Dallas Cowboys: Second Time's a Charm

PHILADELPHIA - DECEMBER 28: Tony Romo #9 of the Dallas Cowboys scrambles against the Philadelphia Eagles on December 28, 2008 at Lincoln Financial Field in Philadelphia, Pennsylvania. (Photo by Jim McIsaac/Getty Images)

Jets Go Back to the Future with Original Look

EAST RUTHERFORD, NJ - OCTOBER 26: Former Jets quarterback is introduced during halftime festivities celebrating the 40th anniversary of the Jets' win over the Colts in Super Bowl III during the game between the Kansas City Chiefs and the New York Jets on

Detroit Lions: Minor Variations on a Theme

GREEN BAY, WI - DECEMBER 28: Kevin Smith #34 of the Detroit Lions runs for yardage against the Green Bay Packers on December 28, 2008 at Lambeau Field in Green Bay, Wisconsin. The Packers defeated the Lions 31-21. (Photo by Jonathan Daniel/Getty Images)

Cincinnati Bengals: Same Helmet, Different Threads

CLEVELAND - NOVEMBER 26: Chad Johnson #85 of the Cincinnati Bengals gives a drink of water to Reggie McNeal #10 during a fourth quarter timeout after the Cincinatti starters had left the game against Cleveland Browns on November 26, 2006 at Cleveland Bro

Cardinals, Whatever the City, the Same Old Birds

TEMPE, AZ - MAY 1 : Will Davis #59 of the Arizona Cardinals watches a drill during a team minicamp at the team training facility on May 1, 2009 in Tempe, Arizona. (Photo by Jonathan Willey/Getty Images)

New Orleans Saints Keep the Faith

NEW ORLEANS - DECEMBER 28: Quarterback Drew Brees #9 of the New Orleans Saints drops back to pass during the game against the Carolina Panthers on December 28, 2008 at the Superdome in New Orleans, Louisiana. (Photo by Chris Graythen/Getty Images)

St. Louis Rams: Same Theme, Systematic Updates

ATLANTA - DECEMBER 28: Running back Steven Jackson #39 of the St. Louis Rams is congratulated by tackle Adam Goldberg #73, wide receivers Donnie Avery #17 and Dane Looker #89 after Jackson scored against the Atlanta Falcons at Georgia Dome on December 28

New York Giants: Subtle Changes

ST. LOUIS, MO - SEPTEMBER 14: Plaxico Buress #17 of the New York Giants celebrates a touchdown against the St. Louis Rams at the Edward Jones Dome on September 14, 2008 in St. Louis, Missouri. (Photo by Dilip Vishwanat/Getty Images)

Mood Rings: Pre-Merger Teams that Follow the Trends

ATLANTA - DECEMBER 28: Quarterback Matt Ryan #2 of the Atlanta Falcons drops back to throw a pass against the St. Louis Rams at Georgia Dome on December 28, 2008 in Atlanta, Georgia. The Falcons defeated the Rams 31-27. (Photo by Doug Benc/Getty Images

Post Merger Expansion Teams: Some Do, Some Don't

RENTON, WA - MAY 2: Cameron Morrah #43 of the Seattle Seahawks looks on during minicamp at the Seahawks training facility on May 2, 2009 in Renton, Washington. (Photo by Otto Greule Jr/Getty Images)

So, How does brand & image consistency translate to competitive success?

TAMPA, FL - FEBRUARY 01: The Arizona Cardinals offensive huddle stands across from the the Pittsburgh Steelers defensive huddle during Super Bowl XLIII on February 1, 2009 at Raymond James Stadium in Tampa, Florida. (Photo by Doug Benc/Getty Images)