NFL Draft: Rebranding Luck

Pro sports drafts deliver one of the great rebranding opportunities.  A Bear will probably become a Redskin, and a Trojan a Viking.  But today, all is a matter of Luck, a concept that should need no rebranding. For Stanford Cardinal football player Andrew Luck, today brings one ginormously lucky branding makeover.  Four years as Cardinal (that?s the color, not the bird) — gone.  Starting today, Luck is a Colt.  For four years, Luck has meant Stanford like quarterback John Elway meant Stanford before him, and quarterback Jim Plunkett before that. 

http://www.forbes.com/sites/jesscollen/2012/04/26/nfl-draft-rebranding-luck/