Comment: Branding doesn’t happen overnight

In the MLS, teams like to maintain an expectation. See LA Galaxy or Red Bull New York and take in the flash and starpower — watch the Colorado Rapids and you'll witness tough, no nonsense soccer. Most clubs have a brand, a style — something you can count on seeing night in and night out.

Heading into the 2011 MLS season, prognosticators, supporters and casual fans had no idea what to expect from FC Dallas and the Chicago Fire.