10/13/2006 11:35:00 PM 
One such brand is ESPN. It's clearly a well-defined brand with a single-minded focus. It's the sports fan's network and is the staple ingredient of sports bars across the country and is named dropped in many conversations that involve anything to do with sports.
"Did you see X on ESPN or Sportscenter last night?" is a commonly heard conversation.
Critics have balked at the notion the brands build relationships, suggesting that relationship is too powerful an idea and should be a term reserved for those people that really matter to us, like family and friends.
So what happens when a brand becomes family?
ESPN Montana Real was born this week at Biloxi Regional Medical Center.
The name ESPN Montana is an inspired choice, here's a dad who's clearly hedging his bets. His selection suggests he would clearly love his son to emulate the feats of the great Joe Montana, but he's also a realist and would also be just as happy if his son became a rabid fan, devouring six packs and cheering on his favorite team from the security of his living room couch.
ESPN, that's some brand magic you've been working.
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