The recent Phil Mushnick mess prevented MultiCultClassics from commenting on Jay-Z’s marketing efforts for the Brooklyn Nets. The hip-hop mogul’s creative work reflects the team’s 2012 season: 22-44; 0.333 winning percentage; 5th Place in the Atlantic Division of the Eastern Conference.
The new Brooklyn Nets logo won’t make any highlight reels. Jay-Z is a multi-talented artist, but graphic design is not one of his gifts. Conceptually, there’s something there, with the nod to subway system signage. And the black and white color scheme is OK. But the mark, well, misses the mark. Jay-Z should have access—and certainly funds—to hire a top-flight designer. Hell, Craig Brimm probably would have taken the assignment for six figures and created something waaaaay better. For a more technical and thoughtful critique, check this.
Is Jay-Z also responsible for the ads and videos hyping the team? If so, he’s making Will.i.am look like Bill Bernbach. Sorry, but the man has never been a successful adman. Indeed, the only award-winning campaign connected to Jay-Z was produced by Droga5. Again, he should tap professionals—Wieden + Kennedy or Jimmy Smith’s Amusement Park would be perfect choices.
Most importantly, Jay-Z needs to realize that great marketing will only accelerate the death of a shitty product. And the Nets are currently a very shitty product. Forget branding. Recruit ballers.