Complex brand memories are created over time, and the first word(s) or image(s) that spring to mind are really the sum total of a consumers experiences with a brand, in its marketing and use.
As word of the fracture trickled through the Yankee clubhouse after Sunday's 2-0 Spring Training home opener loss to Toronto, teammates crowded around the 31-year-old to offer support.
And before it even opened, it was surrounded by Broadway buzz, with word that producers were seeking a theater on the Great White Way, perhaps for the spring.