JUMPING ON THE BRAND WAGON

Alternate identities give minor league teams a chance to launch a temporary rebrand, generate interest and sell merchandise.

- by J.J. COOPER

Minor league teams used to goose merchandise sales and fan interest by undertaking a rebranding.

Have a logo that's a little old in the tooth or a tad stale? No problem. Hold a contest to rebrand the team, which gets some local attention. Winnow down to a few names, one of which is so outlandish that you make fans upset that you are even considering it.

Then you select a tamer, but still slightly edgy or off-the-wall nickname guaranteed to get some fans to complain about how you've harmed your legacy. Sometimes, you pick a name that was never made public.

After a few days of modest outrage, most everyone decides they like the new logo and nickname, and the team rakes in the increased merchandise sales, while also hopefully bringing more fans to the park, spurred by the offseason discussion that drove brand awareness.

There's only one problem with the rebrand plan. You only get one shot.

So choose wisely.

While rebrands usually do wonders in the short term, whatever new identity a minor league team picks is something they are going to have to live with for years.

And some teams have a brand so iconic that they are never going to change. The Toledo Mud Hens have been the Mud Hens for more than 125 years. Don't expect the Durham Bulls to take down the "Hit Bull, Win Steak" sign anytime soon either.