Cleveland Browns Must Reestablish Run-First Identity for Playoff Push

In the NFL, it can take weeks or even years to establish an identity. Until a team can truly say it knows exactly who it is, it's very tough to win on a consistent basis.

The Cleveland Browns have strayed away from the identity that made them into a contending football team.

Sure, the Browns are 7-5, still in the race for the AFC North and possibly a wild-card spot in the AFC. Over the last three weeks, however, they seem to have forgotten what made them who they are.

Three weeks ago, the Browns were 6-3 and coming off an absolute drubbing of the Cincinnati Bengals on prime-time television. They were sitting in first place in the division by themselves this late in the season for the first time in over 20 years.

Life was good.

In that game, they rushed 52 times for 170 yards and scored three times on the ground. They imposed their will on the Bengals and beat them into submission. Quarterback Brian Hoyer needed to throw just 23 passes for 198 yards to knock off the team at the top of the division.

The Browns had solidified their place within the upper echelon of the NFL. They were a strong, tough AFC North-style team that would punch you in the mouth and make you submit.

And then they just weren’t.

It is tough to say exactly what happened over the last three games, but one thing is for sure: The Browns have lost their way.

The chart below shows the Browns' rushing attempts per game through the first nine games and the drop over the last three:

	Rush Att	Rush YPG
First 9 games	33	118.2
Last 3 games	26	100.3

As you can see the Browns are rushing the ball seven fewer times per game for 18 fewer yards. Those numbers are significantly lower of late, even though the Atlanta game skews them quite a bit.

Against Atlanta, the Browns rushed 29 times for 162 yards. Despite having that success on the ground, they still had Hoyer drop back and throw the ball 41 times. Offensive coordinator Kyle Shanahan’s refusal to stick with the running game despite Hoyer’s immense struggles was baffling.

It also almost cost the Browns a victory.

Over the last three games, Shanahan and the Browns offense have fallen in love with the pass. I don’t think it is any coincidence that these three games were perhaps the worst of Hoyer’s career. His quarterback ratings over the last three games are 23.6, 36.2 and 24.9.

The chart below shows the Browns' average dropbacks through the first nine games versus the amount of dropbacks in the last three weeks:

	Pass Att Per Game
First 9 games	30.6
Last 3 games	42.6

As you can see, Browns got very pass-happy in the stretch of games where they went just 1-2 and have put themselves at a very heavy disadvantage in the AFC playoff race. Hoyer throwing the ball 40-plus times in games is absurd.

The amount of times a team carries the football can change depending on game plan. It is also true that the Browns faced two of the better defensive fronts during this stretch of football.

Buffalo entered Week 13 as the eighth-best team in the NFL in rushing yards allowed per game at just 98.4. Houston is 11th in yards allowed per carry at 4.0. These are very stout run defenses.

Still, the Browns have only had offensive success this season because they have been able to establish the run game. Unfortunately, Shanahan has been unable or unwilling to make it a point of emphasis over this tough stretch of football. 

"

Halftime takeaways at 3-0 Browns. Same as in Atlanta #KyleShanahan, can't abandon run! Just 36 yards 17 totes. Stay with. Shorten game!

— Michael Reghi (@MichaelReghi) November 30, 2014"

The blame cannot be placed solely on Shanahan, however.

The rookie running backs have to shoulder some of this burden. While they have shown great potential and have even given general manager Ray Farmer enough confidence to release veteran Ben Tate, they still have a ways to go.

On Sunday, Terrance West fumbled a ball that was returned for a touchdown by the Bills defense. This happened at the beginning of the drive directly following the Bills' first score. The game swung from a 3-0 Browns advantage to a 14-3 deficit in about 10 seconds of the game clock. 

According to Daryl Ruiter of 92.3 The Fan, Pettine pointed at the fumble as the turning point in the game: 

"

Pettine said Terrance West fumble changed game "was inexcusable"

— Daryl Ruiter (@RuiterWrongFAN) November 30, 2014"

"

Let my team and the city of Cleveland down today. I am convinced that life is: 10% what happens to me 90% how I react to it. On to the next!

— TWEST (@Terrancewest_28) December 1, 2014"

How can Shanahan trust his backs to carry the ball consistently when both have had issues with ball security this season? The answer is blind faith. Farmer has made it so they are the only two options available, and they are just going to have to work.

It’s rookies or bust.

If Johnny Manziel is named the starter this week, it could help open up the run game because of the threat from his legs. Defenses will not be able to sit on the inside runs the Browns love to do so much. They will also not be able to load the box with defenders because Manziel can beat you deep with his arm.

Even if he is not named the starter, Shanahan and the Browns need to figure out a way to get back to what made them successful in the first place. They are not a pass-happy, finesse team. They are a physical, run-first squad.

If they remember that quickly, they may still have a shot at the postseason. If they do not, then they will find themselves sitting at home in January just like all the other teams with identity issues.