It definitely isn’t what most think it is. Brad has said it was something that originated from the personnel department when they were scouting the “right” players. It has a much deeper meaning, and not just a “ooo we are the bad guys” or some cheap marketing ploy.
@Longinthetooth had the best breakdown of the deeper meaning.
Violent = Imposing will
Instinctive - Nose for the ball
Love of the game - passion to play
Leadership - on and off the field
Awareness - play recognition
Intelligent - learn and retain information
Nasty = grit
It may not be spot on, but it’s gotta be close. Guys have to check all of those boxes to be a Lion. No compromises. That’s what they mean when they say not everybody can be a Lion.