In marketing parlance, the Charlotte NBA franchise has launched a new “brand identity campaign.” In law enforcement circles, it’s the equivalent of the witness protection program.
What began with new team colors and logos already had been extended to new uniforms for the 2012-13 season – they’re now just “Cats” across their chests, the “Bob” part unofficially consigned to the heap of old stationery and business cards from original owner Robert Johnson’s tenure.
The latest nip-and-tuck comes via an ad campaign of “TougherFasterStronger,” which at least encourages a Charlotte fan to say it faster by going with Italics font and dropping the spaces between the words. It is meant to focus on the “hard work, up-tempo play and overall development that are the keys to the philosophy of new Bobcats Head Coach Mike Dunlap.”
“This is an exciting time as we prepare for the upcoming season,” said [team president and CEO Fred] Whitfield. “From his first day on the job, Coach Dunlap’s intensity, energy and commitment have inspired not only the players but our entire organization. With that, it is only natural that we would follow his lead with this campaign.” (more…)