When will they get it? A player's off-the-field actions can either help his brand or hurt his brand. It doesn't matter if you successfully scored everytime you had the ball on Sunday, if by Tuesday you are doing or saying something that is straight negative, it wipes out the on-the-field success and takes center stage.
Attention players...one more time...YOU are your brand. That means the entire you....your professional as well as your personal side. And, together it can advance or stall or even destroy your future.
This conversation needs to take place on an on-going basis and should be a part of the pre-season training camp process. The Playbook is ready to provide this service.
From Burress's response below, it doesn't sound like he is too concerned about his off-the-field issues. He should be just as focused on doing what is asked of him off the field as he states that he is on the field. Being a great football player only gets you so far. Even his teammates (e.g. Toomer) seem like they are annoyed and think his behavior is a distraction to the team.
"Like I said, I am human," Burress said after practice. "I have made some mistakes. I haven't made the best of decisions, I am aware of that, and I am the first one to look myself in the mirror, be honest with myself and say that. But as far as me going out and playing hard, I am going to keep going out and competing. Like I said, I just keep going out and doing what is asked of me on the football field, and in whatever that role may be I hope I go out and fulfill it."