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Matchday Cork Board: an anti-brand is better than a bad one How New York cheats the game by ridding itself of any pretense towards specific branding Share this story Unless you were under a rock or maybe just aren’t on Twitter, you probably saw that the Columbus Crewchanged their name this week. Yes, the powers that be decided that the best way to celebrate the club that fans painstakingly saved from relocation was to erase any history and identity from its official brand. You’re not going to hear any contrarianism on this front - Columbus SC sucks. It’s trash, it’s tacky, it’s cheugy.or not cheugy? Anyway, it’s however your age cohort describes bad lame things. ....