Steve Davis, a man I'm hoping to land for the podcast in the not-too-distant future (get back to me Steve!) is worked up. Specifically, he's worked up about the idea of MLS clubs "re-branding", something his hometown Dallas team did five years ago.

Today's missive on the fool's errand of re-branding is a must read for MLS fans, if only because it points out the too-often-missed obvious fact that to be successful, a club has to do the hard work of making themselves successful. Steve's contention is that re-branding is a fresh coat of paint on a rusting jalopy, and therefore a pointless exercise that does little but erase the (short in this case) history a club has built.

I myself have fallen into the trap that re-branding might be the way to go for one or two teams in the league (which teams, I won't say), and Steve's rant is a bit of a wake up call. Sometimes you need someone more passionate about you on a given topic to slap you across the face with an argument before you realize the folly of your ways.

Buried, or rather slipped in, to Davis' piece is a mention that at least one MLS club is considering the re-branding undertaking. Steve doesn't drop the name of the club, so we as readers are left to guess which one it might be; hence, this post, in which I'm going to flat out ask you to wildly speculate as the the identity of the MLS team that is making noise about changing their image.

Give me your best guess, your reasons for said guess, and hell, even a suggestion or two. We all like to play armchair marketing director on occasion, and Steve's little tip-in give us a perfect opportunity to do so.

Let it begin.