The New York Knicks have partnered with branding agency Translation, a firm that previously worked on the Brooklyn Nets' rebranding last decade.
"We have a ways to go," Translation CEO Steve Stoute told Bloomberg's Scott Soshnick. "People can say what they want, but the world knows when you get it right - when the New York team is winning - basketball is better. When the New York Knicks are right, the NBA is a better place. That is the opportunity."
The Knicks have largely struggled to string together success this millennium. In 21 seasons since New York advanced to the 1999 NBA Finals, the team has posted just five winning campaigns (1999-01, 2010-13).
Still, the organization ranked ninth in home attendance last season despite the team's league-worst 17-65 record. Stoute believes strong branding will help the organization regardless of the team's on-court performance.
"Winning cures a lot of problems. Great marketing and exciting entertainment cure all problems," Stoute said. "The brand has to be strong regardless of the final score. When people are hopeful that things are going to be better, and it brings excitement, all of a sudden that becomes the brand."
Asked specifically about James Dolan, Stoute said the Knicks' cantankerous owner must be set apart from the basketball product.
"His brand, and the New York Knicks brand, and MSG, stand on their own," Stoute said. "That's the way it has to be."