76ers changing marketing focus for 2015-16: 'This Starts Now'
For the past two seasons, the Philadelphia 76ers have been honest with their fans about their deep and thorough rebuilding plan, to the point that their marketing slogan has been "Together We Build."
A new slogan for the 2015-16 season, however, suggests the bottoming out is over.
(Photo Courtesy: 76ers.com)
The 76ers began selling tickets for the 2015-16 season on Tuesday and unveiled their new slogan - and slightly altered jersey - in the process.
The change in philosophy shouldn't be all that surprising considering the assets the team has stockpiled and the length of time they've been in the lowest of development valleys.
It's surely been difficult for fans of the team, but the franchise has a clean cap sheet, a handful of intriguing players and tons of draft picks to start moving in the right direction.
The video announcing the new slogan promises a payoff:
We know that if you do what everyone else does, you get what everyone else gets. We’re different, and we do things differently. The roller coaster we’re on isn’t for everybody. Some people prefer an easy train ride; not us. Not in Philadelphia. Not if we want to do something special. We want the ride.
...
These young players are getting better; a lot better. We smile watching highlight-reel dunks and blocks, and we keep coming. We know respect isn’t given in these league, or especially in this town. It is earned. We will fight for it. We know this is the way. This is the path. This is the plan, and there is only one ultimate goal. This starts now.
The Sixers aren't blowing smoke that their core pieces are impressing. Michael Carter-Williams is the reigning Rookie of the Year, and while he's regressed some as a sophomore on offense, his defense has been solid. Nerlens Noel looks more than capable as a rookie. K.J. McDaniels has been a terrific find in the second round and Robert Covington looks like an unearthed rotation player.
What's more, Philadelphia hasn't actually been that bad this season, despite its reputation as a tanker. Following an 0-17 start, the team has gone a more-respectable 12-24, and ranks 12th in the league in defense over the entire season, an impressive feat for such a young team.
The young quartet of Carter-Williams, Noel, Covington and McDaniels has outscored opponents by 3.9 points per 100 possessions.
There's also still injured rookie Joel Embiid and Euro-stash Dario Saric, lottery picks this past June, to add to the fold, plus another potential top-five pick coming this year.
They may not be contenders next year, but the Sixers' branding is probably accurate in saying their climb to respectability is about to begin.