Ah, March. When I think March, I think basketball. And when I think basketball, my mind inevitably wanders to our hometown team, the Boston Celtics. Don’t get me wrong. I’m all about brackets and the Big Dance, but my TV-watching loyalties fall with Tommy Heinsohn and my boys the C’s, the Celts. And so in celebration of March and basketball, there’s been something I’ve wanted to discuss for a long while – Rajon Rondo and his headband.

For those of you not in the loop, Rondo is the Celtics’ All-Star point guard. And up until about four months ago, Rondo wore a headband bearing the NBA logo. But, he wore it upside down. Then, toward the end of October, the headband came off.

Why? The NBA instituted a rule banning players from wearing upside-down headbands.
Although others were talking about how petty or stupid the NBA was, as a brand marketing professional, I can appreciate the league’s response. An upside-down logo is not in line with the NBA brand. Sure, there was no distortion of the logo or its colors, but I’m willing to bet somewhere in a dark corner at NBA headquarters there’s an asset guide telling everyone willing to listen that the NBA logo should never be represented upside down.

As marketers, the words “asset guide,” “key messages” and even “pantone color” have significant meaning. We realize what may seem silly or petty to others is really what defines a brand, makes it stand out, makes it its own. And each day, we work as first defenders of these brands when speaking with the media, drafting Q&As, planning event décor or message training clients. We cringe when messages are misrepresented and cheer when a spokesperson nails it home (especially if he or she is wearing the logo or holding the product at the same time).

Yet, the age-old question still stands. Is there a line? Is it better for a player to wear a logo upside down, and get the logo out there, than not wear it at all? Is awareness enough? Does it always have to be perfect? The opposite schools of thought on this subject are – and will always be – at odds. It’s as divided as the fans at a Celtics vs. Lakers game.

In the court of public opinion, the jury is still out. But in the end, we do the best we can to ensure the brands we work with are represented in the best possible way and that the messages we take so much time to craft are executed flawlessly. We stand by those guidelines, even if we do miss Rondo’s signature headband.

And personally, I don’t think that’s going to stop us from getting banner #18. Knock on wood.

--Jessica Hesselschwerdt, Account Supervisor