[Taylor]

To my eyes, FIRST has turned its focus to TOMA (Top Of Mind Awareness), and that has led to the things with which you disagree.

Regarding the message: People come and go. There are people who went to kickoff who are no longer with the team; there are people at the team who didn't go to kickoff. We've got parents, administrators, sponsors, friends at events - some just for a day, some just for a couple hours. If the message isn't repeated, it's lost.

FIRST has every right to brand itself, and it should. To reach the long-standing goal of being in every high school in America and abroad, people (a) have to know about FIRST and (b) realize FIRST isn't other robotics competitions. The more I think about Dean's comments at kickoff, the more I'm thinking it wasn't aimed at VEX/BEST as much as it was aimed at BattleBots. Most of the public associates competition robots with SawKill or HammerPound - the type of robotic competition that FIRST is most decidedly not. Creating that separation is necessary, and a key way to do that is through the branding of FIRST.