By some accounts, the fact that the Arizona Cardinals re-signed quarterback Kurt Warner this month was as much a marketing decision as it was a vote to keep a person who has proven himself on the field and in the community. Let’s backtrack a moment: Warner led the Cardinals, a team not expected to go very far in 2008, to the Super Bowl. No, they didn’t win, but Warner has since come out looking like The Big Kahuna. Team savior, leader, a player’s player, a family man of strong Christian faith.

So, in terms of marketing, the Cardinals were looking after their brand. His contributions to the overall team’s value on and off the gridiron are enormous, with on-field performances rivaling his accomplishments when he was much younger. That has given rise to him becoming a giant among fans, which for the team means more butts in stadium seats, more merchandise flying off gift-store shelves, and more community goodwill. Kurt’s the face of the team, a star quality he has risen to in just four short years.

When people who have an emotional tie with da RedBirds see, hear or think about the team, they likely immediately draw a warm-fuzzy vision and feeling about Warner. “Proven athlete. Helluva guy.” And so by extension, “The Cardinals rock. I want more, dammit!”

Now, what are you doing for your brand this week? Are you protecting your built-in brand equity? Will you let some important part of it slip away from you? Or are you doing everything you can every day to keep the momentum in your favor? If not, watch out. Your fan base just might go looking for another game in town.