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SBD/May 2, 2012/Franchises
A Bridge To Tomorrow: Rebranded Brooklyn Nets Merchandise Flying Off Shelves
Published May 2, 2012
STARTING OVER: In New Orleans, Jeff Duncan reports more than 86% of 5,035 respondents in a Nola.com poll indicated that Hornets Owner Tom Benson "should change the Hornets' name." Benson has repeatedly stated he wants to give the team a new name that more reflects the New Orleans region, but a name change "likely won't become a reality before 2014." Duncan writes Benson and his management team “would be wise to consider the rebranding job” done by the Nets. Whether fans are “gaga over the spartan urban look or not, you can’t argue with the strategy behind it,” and the Hornets’ rebranding “needs to be planned just as carefully because you only get one chance to do this -- and it must be done right.” Duncan: “There’s been talk of changing the color scheme to the Saints’ black and gold combination. In my mind, that would be a mistake. The Hornets need to be treated as a separate entity. They aren’t, as one executive said recently, ‘Saints Light.’” Meanwhile, the name Dukes “has gained some currency in local circles," and Duncan writes it is "starting to grow on me” (New Orleans TIMES-PICAYUNE, 5/2).