Ten days after I first mentioned “Shough the Falcons,” we were out on the streets with flags and bumper stickers, getting face to face with the fans. And they ate it up. We led the Saints faithful in cheers and enjoyed our fair share of jeers from loving Falcons fans.

In an industry ravaged by consolidation, AI slop, and effective mediocrity, an idea that excites and connects people can re-energize a brand—and its customers.