Let's Talk About The Heart Of The Matter.................

I think you misunderstood the quote. Ted is saying the Bears' brand is successful with sponsors, and whether the team is winning or losing, the sponsorship remains strong. The author says as much. He's not saying wins and losses don't matter.

Actually I didn't because Mulligan didn't include the rest of his quote in this article from the original transcript of the broadcast which I've read prior to this and posted here in another thread.  As I recall that was in the SunTimes whose a little less cozy with the Bears brass than the Trib guys are and always have been.

Phillips did extend that quote by saying "it's nice to win", but not that "they'd rather win", as their business relationships with those sponsors are not affected by it.  Whether it was intentional or merely a Freudian slip it's obvious to me that Phillips puts those relationships above those the team has with it's fan base because he feels the fans will support the team well regardless.

To some that may be a matter of interpretation but to me it's not.

This is the second time that Phillips has made a public comment that affordability, profitability, and economics surpass winning for him as far as this organization is concerned.  The first comment came shortly after our last Super Bowl appearance.

We should also be aware as I pointed out that Phillips is the lone holdover at the top from the Michael McCaskey era when unquestionably the Bears unwillingness to spend on top coaching and player talent led to a decade plus of misery for Bears fans following the firing of former GM Jerry Vainisi and HC Mike Ditka.

IMHO the bottom line to me is that this team will continue to struggle in it's goal to once again become a top NFL franchise on the field as long as we lack an experienced football man as the head of all football operations with autonomy from Ted Phillips.  Phillips is not a football guy and despite what we may think he still has his hands in the daily operations of the team.

What we need is another George Halas in that role but without direct ownership or perhaps a very small minority interest in the team.