There's a report in AdAge today about the storied New York Nets NBA franchise's decision to hire a branding firm to position with various publics the team's impending move to the new Barclays Center now under construction in Brooklyn.
On the surface, this sounds like a sensible business decision, because in the realm of public opinion, the Nets are playing from behind. Their record on the court is abysmal, and that court has now been in five different locations -- The Armory in Teaneck, Long Island Arena, The Rutgers Athletic center, The Meadowlands Sports Complex, and the Prudential Center in Newark.
Also, planting a new sports franchise in the hearts and minds of a community is a complex, long-term undertaking. That's with a clean slate. The Nets greatest challenge is their own troubled history, all of which was witnessed, step by step, by the same people, in the same media market, they are now seeking to win over.
It's a big job, and one that is vital to the long-term success of the franchise.
In a moment such as this, few commodities are more valuable -- and usually more scarce -- that an advisor who is willing to throw some cold water in the faces of the principal actors by telling the the truth. Such an independent point of view is vital to managing expectations, clarifying the real challenges and setting realistic goals. Whatever the adversity the company, or the sports franchise, is facing, it will surely take more time and more money to get things on a positive course than anyone expects at the outset.
Where have the Nets turned for this advice? To a multi-cultural advertising firm in New York. So far, so good. That firm, however, is owned by Jay-Z, one of the co-owners of the Nets. So much for an independent point of view.
However it turns out, this will be textbook case for communication and branding studies for a long time to come.
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