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Finding your Brooklyn Cool (and the ticket sales to match) – A Brooklyn Nets Case Study

Finding your Brooklyn Cool (and the ticket sales to match) – A Brooklyn Nets Case Study Finding your Brooklyn Cool (and the ticket sales to match) – A Brooklyn Nets Case Study Finding your Brooklyn Cool (and the ticket sales to match) – A Brooklyn Nets Case Study Finding your Brooklyn Cool (and the ticket sales to match) – A Brooklyn Nets Case Study
10/8/13
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by Liza Rtishchev
When brands try to reengage with consumers by reinventing, they may not always get the reaction they hope for. Even tired brands can be hit with enormous backlash when they initiate change (cue the famous Tropicana repackaging disaster of 2009).

But when the New Jersey Nets reincarnated as the Brooklyn Nets last fall, it was the best of both worlds. While some New Jersey residents miss the Nets, the general public feels the move was a good one. According to BAV data, the Brooklyn Nets stand out as more differentiated, relevant, and full of momentum than the New Jersey Nets. They are also perceived as more authentic, independent, dynamic and unique than they were thought to be when in New Jersey.

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BAV Consulting: BAV USA Study Second Half 2011 – First Half 2012, All Adults and NBA Fans

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BAV Consulting: BAV USA Study Second Half 2011 – First Half 2012, All Adults

So how do we interpret this overwhelmingly positive reaction?

First, “Brand Brooklyn” is incredibly powerful. Brooklynites are often careful to name “Brooklyn” as their residency, rather than “New York" (http://nyti.ms/YFOY5q). The borough’s pop-culture presence is ubiquitous, featured in various new movies and TV shows across the Atlantic. And with trendy new restaurants, intriguing new museums and a thriving multicultural population, Brooklyn has emerged as the new “face of New York” over the last decade (http://nyti.ms/18EGygc).

As a result, Brooklyn has come to be considered raw, authentic, and edgy in the eyes of the public.  Smartly, the new Nets logo—with its stark black & white colors—is consistent with Brooklyn’s “cool” vibe. Plus, born-and-bred Brooklynite Jay-Z designed the logo, giving the Nets official Brooklyn cred. Sales of Nets branded gear jumped ten-fold after the introduction of the new logo (http://nyti.ms/YFOY5q).

Barclays, the team’s landmark sponsor, has also reaped positive equity from the Brooklynization of the team—in the months since the Nets opened at Barclays Center, our BAV data shows that the financial behemoth has become more differentiated, relevant, distinctive and highly regarded in the eyes of basketball fans, with huge boosts in Energized Differentiation and Esteem. In contrast with most other financial services brands, Barclays is now considered up-to-date, visionary, friendly, obliging, down-to-earth, and authentic among the general public.

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BAV Consulting: BAV USA Study Second Half 2011 – First Half 2012, NBA Fans and Non-Fans

So, although our data indicates the New York Knicks stand taller than the Brooklyn Nets—considered to be prestigious, traditional, and a long-standing leader—they may not hold that lead forever. The Brooklyn Nets are the hip, cool underdog charged with momentum, and they’ve already surpassed the Knicks in “Admired Difference,” a BAV construct that measures a combination of fan appreciation for team differentiation, momentum, and regard that is often likened to Brand Love.

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BAV Consulting: BAV USA Study Second Half 2011 – First Half 2012, All Adults and NBA Fans

The winning NBA brand will be the team that can perform both on and off the court, defeating their opponents to drive ticket and merchandise sales, while simultaneously constructing a brand image that resonates in the minds and hearts of the public.

 

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