Comment: Branding doesn’t happen overnight

In the MLS, teams like to maintain an expectation. See LA Galaxy or Red Bull New York and take in the flash and starpower — watch the Colorado Rapids and you’ll witness tough, no nonsense soccer. Most clubs have a brand, a style — something you can count on seeing night in and night out.

Heading into the 2011 MLS season, prognosticators, supporters and casual fans had no idea what to expect from FC Dallas and the Chicago Fire. Both teams experienced massive roster turnover in the offseason, and the new names on the team didn’t incite any rushes on season tickets — there are no Beckhams or Henrys here.

With mystery veiling the decisions of both teams in the offseason, it was only appropriate that they began to answer the questions that surround their squads by opening the season as foes.

And isn’t it also appropriate that the Toros and Fire played to a 1-1 draw?

It turns out that some questions will take more than one game to answer. Re-creating a brand, an expectation, takes a bit more time. Luckily, there are a few dozen more games on the way — plenty of time to develop some expectations.

Category: Team News