Imagine if your job was to come up with a marketing strategy for the 2009 Miami Dolphins. Simple, right? "Miami Dolphins: Defending AFC East Champions!" Done. But say your boss doesn't think that's enough. "There are eight division champions each year," he says. "Who cares about the one Baltimore annihilated at home in the wild card round?"
You try to tell him that the rules are different for the Dolphins. They were a major underdog story. Their 10-win improvement tied the ’99 Colts for the best single-season turnaround in history. “That was last year,” he says. “Give me something [...]
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