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	<title>Team Offshoot &#187; New York</title>
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		<title>Thoughts On The New Gatorade Branding</title>
		<link>http://www.offshootinc.com/blog/2009/04/28/thoughts-on-the-new-gatorade-branding/</link>
		<comments>http://www.offshootinc.com/blog/2009/04/28/thoughts-on-the-new-gatorade-branding/#comments</comments>
		<pubDate>Tue, 28 Apr 2009 20:42:50 +0000</pubDate>
		<dc:creator>James Hamilton</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Commentary]]></category>
		<category><![CDATA[Design]]></category>
		<category><![CDATA[Gatorade]]></category>
		<category><![CDATA[Identity]]></category>
		<category><![CDATA[New York]]></category>
		<category><![CDATA[Pepsi]]></category>

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		<description><![CDATA[
While walking the mean streets of New York, good or bad, I became hyper aware of the rebirth of the Gatorade brand. A text book exercise in rebranding was unfolding right before my eyes: New bottles, new print ads, new Gatorade coolers at the Red Bulls game, and new billboards. In short, a total eradication [...]]]></description>
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		<title>New York Red Bulls &amp; The MLS</title>
		<link>http://www.offshootinc.com/blog/2009/04/20/new-york-red-bulls-the-mls/</link>
		<comments>http://www.offshootinc.com/blog/2009/04/20/new-york-red-bulls-the-mls/#comments</comments>
		<pubDate>Mon, 20 Apr 2009 16:53:45 +0000</pubDate>
		<dc:creator>James Hamilton</dc:creator>
				<category><![CDATA[Commentary]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[MLS]]></category>
		<category><![CDATA[New York]]></category>
		<category><![CDATA[New York Red Bulls]]></category>
		<category><![CDATA[Soccer]]></category>
		<category><![CDATA[Toronto FC]]></category>

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On a recent expedition to the wonderful town known as New York City, the lady and I were fortunate enough to time our visit to coincide with a New York Red Bulls home match against the universally hated (but good and scrappy) Real Salt Lake. So, on Saturday, April 18th we made the long journey [...]]]></description>
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		<title>Professional Neon</title>
		<link>http://www.offshootinc.com/blog/2009/04/19/professional-neon/</link>
		<comments>http://www.offshootinc.com/blog/2009/04/19/professional-neon/#comments</comments>
		<pubDate>Sun, 19 Apr 2009 15:57:35 +0000</pubDate>
		<dc:creator>James Hamilton</dc:creator>
				<category><![CDATA[Commentary]]></category>
		<category><![CDATA[New York]]></category>
		<category><![CDATA[Professional Neon]]></category>

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