CHARLESTON, W.Va. -- It's all about the brand these days.
Nike has the swoosh. Frosted Flakes has Tony the Tiger. Progressive has Flo.
Same with West Virginia University's football team. It has Dana Holgorsen and the "Air Raid" offense. ("I don't know if you've noticed," Holgorsen said last week, "but we've run the same offense for a while.")
There might, however, be a twist to next season's Mountaineer team. Absorb this comment from WVU offensive coordinator Shannon Dawson:
"To be honest, when you break in a new quarterback, you're going to lean on the run game. It's just the way it is. It's a good time to be a running back at West Virginia."
A few seconds later, he added that the team "needs an identity at running back."
It needs a brand name at the position. Last season it briefly had a couple in Shawne Alston and then, surprisingly, Tavon Austin.
Those two, however, are gone from the roster. Next season we'll see if Andrew Buie, who will be a junior, can carry the ball - and torch. "In the offseason," Dawson said, "he was an unbelievable leader. Positive. He's our veteran guy. Who woulda guessed?"
Dustin Garrison, also a junior, has gained weight and appears more comfortable running on his repaired knee. Redshirt sophomore Cody Clay, the pride of George Washington High, will be lining up at fullback and receiver.
Then there's the wild card, Dreamius Smith, the 5-foot-10, 215-pound junior college transfer.
An identity at running back will be sought. It's one of many, many positions to watch before the Mountaineers host William & Mary on Aug. 31.
But might Holgorsen's "Raid" turn from the air to the ground? Really?
In a word, no. Whether the starting quarterback is Paul Millard or Ford Childress, Holgorsen's offense will fill the air with passes. The coach even hedged when asked whether there would be more of an emphasis on the run game.
"That's always been a key component," he said. "In my two years at Houston we had a 1,000-yard rusher. At Oklahoma State, we almost had a 2,000-yard rusher."
The most important point - offensively speaking anyway - is Holgorsen's attacks have consistently clicked. The lowest total offense he's produced dating back to 2005 has been WVU's 2011 final national ranking of No. 15. Before that, it was No. 6 at Texas Tech in 2006.
Last season, WVU's offense finished No. 10, averaging 502 yards.
Yes, Holgorsen's defense finished No. 108 and his pass defense finished No. 118 of 120 NCAA Division I teams.
But the subject here is the offense and, specifically, the rushing attack.