The Red Shield as a Brand

A picture is worth a thousand words…

This quote that is most attributed to publisher Frederick Barnard is very appropriate for our discussion of the Red Shield and all it symbolizes. Within the international martial arts community our Red Shield has come to symbolize one of the most recognized and respected Brazilian Jiu-Jitsu and martial arts organizations in the world.

As you have likely already experienced and learned within Gracie Barra, our organization is all about teamwork and brotherhood, and not about celebrating and focusing on individuals. Master Carlos Gracie Jr. set this tone for us years ago, deciding not to simple name the organization after himself and keep the focus on all he brought to the mats. Instead, he wanted to use Jiu-Jitsu as a way to share the benefits of working together, striving for shared goals, while still allowing for individuals to grow at their own paces through our belt system.

Brands and Teamwork: Necessary Partners for Success

When any of us walk out onto the mats, we wear the Red Shield. We hold the Red Shield, and in turn, the family of Gracie Barra, with honor and respect. In a business sense, the Red Shield is the brand of Gracie Barra, for brands represent the commitment and the promises that organizations make. When you envision a brand, it carries with it many qualities:



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