NFL players have brands. Many players will—or at least should—spend top dollar to groom their image and communications carefully. As the 2012 season wrapped up, one of the most talked about “brands” was that of retiring Ravens linebacker Ray Lewis. A cursory examination of the Ray Lewis brand shows that it is an admired brand that has largely recovered from the negative impact due to his role in a January 2000 fight that led to the deaths of two people in Atlanta.