The NBDL Goes Generic
The NBA, who redefined brand sports marketing with blazing logos in the 1980's takes a 180° turn in distinguishing its new NBDL minor league.

Brian Michael Ross
Sr. Editor

New York - 07/17/01 – The National Basketball Development League, the wholly-owned, sanctioned minor league of the NBA, announced the team names of the franchises that will begin operation this fall.

Throughout 2001, the NBDL has been announcing selected cities to make up the Great Eight, the founding franchises of the league. Unusual for a sports operation was the lack of a team name associated with each of the announced markets.

The league has been building excitement with announcements of superstar coaches like Nate “Tiny” Archibald and Jeff Malone.

Today the NBDL, which has been filled with surprise announcements, came up with the biggest surprise of all when they unveiled the names and logos of the Great Eight.

In a 180° turn-around from the NBA, who redefined exciting, unique team branding in the 1980's, the marketing powers at the Mecca of Hoops have taken the NBDL generic. All of the teams have the same logo. Only the "color schemes" of each team are different.

	Color Me Greenville The NBDL opts for one common logo with a strong tie-in to the NBA brand, over the standard locally-generated branding of other leagues. It makes the product stand-out in a crowd. But will it sell caps and jerseys?

"It's a unique branding strategy," said Brian Flynn, NBDL spokesperson. "You see the names and the colors and you know that they're all associated with one league. It also provides branding strategies related back to the NBA brand."

The generic branding was the brainchild of the Creative Services department of the NBA. The team names still come from the local market.

"The team names were chosen in conjunction with local officials to make sure that they connect," said Flynn. "The name for the Huntsville team, the 'Flight' came from the fact that Huntsville is known for its part in the space program."

At a time when the national landscape is strewn with the ruins of abortive basketball leagues, the unique branding strategy of the NBDL may pay off as the league cements its hold on the minor league systems with symbology of a strong, unified league.

Of course, if you're color blind, or you still have a black and white T.V., you may find yourself a bit confused come opening day...

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