my word....this must be a group effort at dumb today.
BRAND. Aren't you guys the same ones that claim coaches and recruits should be falling over themselves to play for us because "We are Florida"? Haven't we had multiple threads about the damage WM did to the "Brand" that is Florida football? How do you guys comprehend the term "Brand" then? Is it not something like this (I'll butcher this, but bear with me) - "A recognizable image, one which conveys a commonly shared understanding of values"
Each of you have your own brand. It's how your friends, neighbors, and coworkers see you. Your brand may be "the unfunny jokester" or "the braying laughter annoyance" or "the quiet guy that always helps out". There are ideas associated with every person, every entity (I say Publix, and we all come up with 9/10 the same images and associations).
When you think Tebow, what do you think? You think stud athlete, never quit, honesty, religious, Gator thru and thru, etc. That's his brand.
When you think Mick Hubert, what do you think? "Oh My!". Less of an image, and more about sounds - his voice and the calls he's made. That's his brand.
What's wrong with the kid wanting to build his brand - one that is "stud athelete, never quit, honesty, Gator thru and thru"? What's wrong with it being "Dooly County tough"? What's wrong with it being associations that make us proud to have him as a Gator?
You guys even made the point - "Who?"...kid isn't known for anything at this point. He wants to be. He wants to build his brand.
Everybody has a brand. Not every brand is a good one.