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Building a Brand - Yessir!!!
Posted By: TurboPistons
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Rip Hamilton is really good at a lot of things ... and not just 'catch and shoot.' He has single-handedly turned himself into a brand, an identity, a Detroit icon with his mask and, equally, with his signature salutation, "Yessir!" If he was thanked for an interview it was, "Yessir!" If he given a compliment it was, "Yessir!" It was his way of being positive and energetic and it was his way of saying he was on the same level as you. It came straight from his personality and like, "fear the mask," caught on with the fans and made it's way to the t-shirts and, most notably, to the court side announcements. It's no longer with us, but his voice exclaiming, "Yessir!" was being played after Mase announced his name after a bucket. Like so many things the Pistons (and Mase) conceive of, it really took things to the next level of excitement and ingenuity. It brought you closer to Rip and that's what a good brand (and athlete) does.

Fear the Mask... and the Jumper!

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