Even though they are playing my hometown Chicago White Sox right now in the playoffs, the personal brand connection that the Boston Red Sox has with its fans is undeniable. That's the topic of a Knowledge@Wharton article that takes a look at Red Sox Nation and the team as a brand. For me, the Red Sox is all about the venue as noted in the article. Fenway Park is an amazing place that has a special connection with baseball fans, even those who are not Red Sox fanatics. Fenway Park is baseball. It supports and strengthens the Red Sox's personal connection with fans by putting them close (literally) to the game. I think the fact that the Red Sox continue to build upon Fenway rather than replace it is the biggest contributor to the team's brand greatness.