Riding For The Brand Much like that of the samurai who has pledged loyalty and service to his lord, the term, "Riding for the brand" refers to a commitment, a responsibility and a sense of belonging. Simply stated, to ride for the brand means to be loyal and faithful to the outfit you represent. It is a code of honor. At the end of the 19th Century, life is hard on the Front Range of the Rocky Mountains. For John Everett Sage, it's hard to stay alive. He's a husband, a father, and a celebrated lawman committed to do justice, to love mercy and walk humbly with his God. The scars of his past and the politics of the present have weakened his resolve and self-confidence. After a brief encounter with Bat Masterson, John rides off to investigate what became of the parents of the children he and his wife Lora have taken into their home. Before he resumes his role as Sheriff of Alta Vista County, he'll round up stolen livestock, confront thieves and murderers, and with the help of a famous old frontiersman, bring justice to another corner of his world. Even though the newspapers will probably get it wrong, as Colorado prepares to enter the 20th Century, John Everett Sage will become part of the legend of the west.