Loyalty

As I sit here in the aftermath of another Knicks game, once again picking up the pieces of my broken orange and battered-blue heart I ponder what it is exactly that keeps me tied to this team.

The Knicks have never won a championship in my lifetime.

That means, as far back as my memory goes every single year of being a Knicks fan, since I was knee-high gazing up at Patrick Ewing, has ended in heartbreak.

It’s emotionally exhausting.

So, why not root for a different team? Team loyalty.

Which is essentially the same thing as brand loyalty—and man, one of the deepest types of brand loyalty you’ll find.

An unshakable devotion. I literally can't think of anything that would make me abandon this commitment.

Even through decade after decade after decade of agony.

Even after they traded away my childhood hero after he gave them every drop of his blood, knee-pad-soaked sweat, and tears.

Even after years of the team being the butt of jokes, even to Disney

Even though I—and every other Knick fan in the universe—loathe the team owner.

Even after countless times being let down after foolishly getting my hopes up that the next great player would surely bring his talents to Madison Square Garden.

Even though I would've witnessed five or more championships in my life had I rooted for the Bulls or Lakers or Spurs.

Even after Charles Smith and Frederic Weiss. Even after the finger roll.

Even if they moved to Mexico City or Montreal, still, my loyalty would remain with the team from New York.

It's hard to even quite put into words. It's not about being pretty, but hard-nosed, nitty-gritty, it's more than just pride for The City.

It means something to be a Knick, and as an extension of that, a Knick fan.

That something is brand.

That something goes way beyond the colors and the logo.

That something is what wins the hearts of fans by connecting emotionally and creating an irrational, undying loyalty.

I love this team, and I love talking about and helping define and build brands around that something.