ANALYSIS/OPINION:
You want to know how hard Brian Lafemina’s job was as the Washington Redskins president of business operations, chief operating officer and franchise savior?
This is how hard it was.
Lafemina and his newly imported business and marketing team, brought in by owner Dan Snyder to stop the bleeding at the box office and change the toxic narrative that had come to define the Redskins, had an idea for a marketing campaign — seemingly a simple campaign with a catchy phase.
It was just a small part of the long-term plan by Lafemina and his departed team of executives — chief marketing officer Steve Ziff, senior vice president of sales and marketing Jake Bye and chief commercial officer Todd Kline — to make the Redskins matter again.