“Families are always rising and falling in America.” – Nathaniel Hawthorne
“All hope abandon, ye who enter here.” – Dante Alighieri
There is no joy in being a Cubs fan these days. With each day comes new heartbreak or another chink in the armor of a franchise that is rapidly losing the luster that made the North Siders the darlings of baseball just four years ago. Perhaps the team needs a brand strategist, someone who focuses on authenticity, optics, and perceptions, even if just in an attempt to portray a small sense of optimism and fortitude.