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A mascot makeover

What do you do if you’re a pro sports team and your mascot looks like something out of nightmare and has the unfortunate tendency to frighten children? Assuming that you decide to make a change, there might be a temptation

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Posted in Marketing, Sports

How Toronto FC restored hope, with a little bit of hype

For years now, Toronto FC of Major League Soccer has been a laughingstock, plagued by enormous roster turnover and a management carousel.  Fans had given up hope.  But things are starting to change.  We are daring to hope again, and

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Posted in Advertising, Marketing, Soccer, Sports

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