Jason Klein of Plan B Branding, who has been involved in the rebranding of the Omaha Royals franchise (KC Royals AAA Affiliate) to the "Omaha Stormchasers", responds to criticism over the franchise's moniker change with this gem: "A logo, symbolically, is a box. And over the years, fans accumulate experiences with an organization and put their emotions into that box," he [Klein] said. "When there is a logo change, all of these emotions are dumped out, and now all of a sudden there is a new box. So it's reasonable and understandable for there to be some negative reactions. There hasn't been enough time yet to take the emotions linked with the old box and put them into the new one."