Sports fans can (and have!) spent hours and hours debating whether legendary quarterback Brett Favre was correct to return to play another season at the age of 39 after months of waffling and a long, successful career. (A long-time Green Bay Packer, upon his official return Favre was traded to the New York Jets.) But something struck us about his return besides questions of whether he would repeat last season's impressive numbers. Brett Favre...not a Packer? As Drew McLellan points out, Favre is playing fast and loose with his previously Class A brand.

-Packer Pride Though as McLellan reminds us, his first year he did play for the Falcons, Favre was associated with one single team in a way that is quite unusual in this age of trades, gigantic contracts, and free agency. And not just any team: the Packers, with their storied Lambeau Field, their win at the first-ever Super Bowl, and their ownership (as it were) of the brand of football's greatest coach, Vince Lombardi, are arguably the most prestigious NFL franchise. The Jets's brand isn't bad, but it's not like the Packers'; and anyway, even if it were, Favre has still diluted his own personal affiliation.

-Why The Tears? When Favre retired at a tearful press conference after the 2007 season--a season in which he put up some of his best numbers--he followed the number one rule of show business: always leave 'em wanting more. His return retroactively cheapens that bittersweet good-bye.

-Hoping For A Good '08 Note Favre's stellar '07 season: 28 touchdowns, 15 interceptions, a 95.7 quarterback rating--that's ten points higher than his career rating--all while leading the Packers to a 13-3 record. In 2008--a year older, and with an otherwise inferior team--it seems very hard to believe that Favre's numbers will not decline. Additionally, an injury that takes him out of a game or two would be a bigger blow to his brand than to most players': Favre is something of football's Cal Ripken, having started every game since the 1992 season.

Favre is taking a huge risk with his brand in returning for another year for the Jets. His competitive drive may have left him with no option. Still, he is worth studying for anyone who wonders whether a bit more self-discipline might improve the brand of his or business.