Michael Jordan announced today that the Charlotte Bobcats are going to grab its old name back because New Orleans has abandoned it. So from now on, the Bobcats are not the worst team in professional basketball. That honor goes to the Hornets.
I don’t want to be too snarky here. Changing the brand name from Bobcats is a vocal notice that things are changing. No one, not even MJ, believes that the Charlotte NBA problem is the name or that changing that name will solve it. But at least something is changing.
Let’s hope Charlotte does not believe that a brand is just a name or a teal color pallet. Brand promises the prospect and the loyal customer something about themselves when they choose to support the team. No one can promise winning, but Charlotte could promise something more than it has shown in the court in the last few years.