Not only did we lose a quality human being on Friday, we lost what was undoubtedly a one-man brand.

I cannot name any other media person who single-handedly created a brand for themselves by the way they went about a multitude of tasks and responsibilities. Mr. Russert’s brand promise to all of us was: “I will always be tough, fair and describe a landscape with a common man’s view.” It takes great intellect to deliver on that promise, but he did it in a way that resonated with a wide audience.

Sure, some would say Cronkite did that, Brinkley, too. But they did it in a different era and with a single lens. I think Tim Russert did it through a kaleidescope of information, finding a unique way to present ideas as if it were a family’s kitchen table discussion.

By all accounts, he was what he was. You got what you saw. And in a sea of those less genuine, promising things they can’t deliver he was in distinct contrast to the opinionated bellowing that crowds today’s media delivery system.

And if we measure contributions by outcome, he managed a human ROI that was remarkable.