This summer Cal Ripken will be inducted in the Baseball Hall of Fame -- not so much for his baseball numbers as for the fantastic brand he created.
Ripken's career batting average is not even close to .300. He did not average more than 25 home runs or 100 RBIs a season. Yet he is one of the most popular, memorable, and marketable players of recent history. Why?
Throughout his 21-year career, Cal Ripken was a living example of how ...