Two years ago, I wrote an article about the Raptors’ brand strategy, or lack thereof. Recently, I asked the Raptors Republic community what has really changed over the last two years. The topic generated some interest and started a nice dialogue, so I decided to edit my comment and share them with you. It is about systems thinking and Toronto Raptors. Enjoy it!
NBA lockout is about to end. The hot topic of discussion is what’s the damage to Brand Jordan?
Michael Jordan is arguably the greatest basketball player of all times. But his skills and will are not enough to explain how he became the magnetic person that he is. During his Hall of Fame induction speech, Michael Jordan said: “There won’t be a new Michael Jordan.” This is a false statement, because who we knew and adored as “Michael Jordan” was actually not an individual. The magnet was the “Warrior/Hero archetype.” Read the rest of this entry
A lot has been written and said about LeBron James and his famous decision to sign with the Miami Heat. So why address this topic now? Hasn’t everything been said about “the decision?” My answer is “no”, because nobody looked at this issue from brand strategy perspective. So let’s put our branding goggles and see whether James is a villain, indeed. Read the rest of this entry
I am a huge basketball fan and I support the Toronto Raptors. However, this article is not about my team’s unsuccessful season. If you want to discuss basketball, www.raptorsrepublic.com is the place to be. Some of the most knowledgeable basketball lovers write there. This article is written from a pure brand strategy point of view and should be treated as such. Read the rest of this entry
Orlando Magi, one of NBA’s elite franchises, announced its new logo. If I am not mistaken, this is the third logo of the franchise. Last time Magic changed its logo, the club chose a much more subtle approach. This time? Not so much… Read the rest of this entry