Quote:
Originally Posted by Arts
Well I had thought through those considerations before mentioning that idea, but I don't think it has to be ridiculously expensive to accomodate this especially if they plan for a name change in advance. There certainly would be some cost to rebrand things twice but it wouldn't truly be a "full" rebranding... As to discontinuing merchandise as long as retailers don't go crazy on ordering huge shipments of the temporary stock the potential sales would outweigh the risk. I would pay dearly for a new Jets jersey, and then I'd pay dearly again for one with their new logo and name. I don't think any business has "successfully" rebranded their team twice in a year but only because none have probably ever set out with the intent to do so. What makes this all possibly feasible is the fact that so many on the free press poll about the name want the team to be called The Jets but most would also freely admit its not the best name either.
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Ok, maybe "ridiculously" was not the right adverb. But regardless, it would still be expensive for both the NHL and the team. You also have to be careful not to alienate fans, who might see this as bad marketing scheme. I'd prefer the gradual releasing of alternate jerseys myself - that way, my old merch doesn't become obsolete in 6 months. You have to remember how much stuff the NHL would have to change, in terms of their official liscenced merch and marketing, which would quickly make who knows how many millions of items obsolete twice within a year.
To put things in persepective, in order for a team to file a name change in the NBA, the league requires 25 months notice (just google Brooklyn Nets). Wizards owner considering renaming the Wizards after he bought the team, but stated it would cost "millions and millions and millions" of dollars. An NBA exec said rebranding a team could cost up to $10 million (and who knows how much more it would cost the league itself).
Sources:
http://voices.washingtonpost.com/dcs...ing_on_wi.html
http://dimemag.com/2010/03/re-name-t...ichael-jordan/