Nets CEO Yormark: Developing the lifestyle brand – Brand Brooklyn

Updated: July 29, 2013

The Brooklyn Nets continue to be the “hot” ticket and team in the NBA and the numbers don’t lie.

The Nets were dead last or close to it in merchandise sales in previous years and in one year since the move to Brooklyn they have jumped to number four in the entire NBA.

Nets CEO Brett Yormark has done a masterful job securing over 220 events at the Barclays Center this past year and will only continue to grow the “Brooklyn Brand” in years to come.

FACT: Billboard and Pollstar magazines named the Barclays Center as the top-grossing U.S. venue for concerts and family shows, with the arena ranking No. 2 worldwide in gross ticket sales revenue ($46.9 million).

Yormark’s quote, “you want to turn up the heat on the fans” is a pun intended statement that will fire up Nets fans and make the Brook…..lyn chant louder this coming season.

[quote_simple] Forbes Magazine

“The delay in getting to Brooklyn gave us a lot of time to educate not only consumers but the industry on ‘why Brooklyn’ and the merits of Brooklyn,” Yormark explained to FORBES this week. “It also gave us a chance to develop deep-rooted relationships in all of the areas of sports and entertainment. Relationships carry the day. People gave us a chance and we rewarded them with a venue, a market and a fan-base that has exceeded everyone’s expectations.”

“For us, developing the lifestyle brand gave consumers a multitude of reasons to like us,” Yormark added. “They like us because we wore Brooklyn every night. They advocate ‘Brand Brooklyn’. They like us because they like black and white; it is a timeless color palate. People Brett Yormarklike us because of our connectivity to the entertainment world and Jay Z; that was a motivator for some consumers. Other consumers like us because we’re the home team and we’re a basketball team.”

“You want to turn up the heat on the fans and give them a reason to go from casual to hardcore,” Yormark said. “It takes time to do that, but ultimately that’s what you want.”  A large part of turning up the heat will be to field a competitive Brooklyn Nets team that will be able to go toe-to-toe with the two-time defending NBA Champion Miami Heat.  To Yormark’s credit, he and his team of executives with the Nets have made plenty of off-season moves in an effort to challenge the back-to-back champions, which bring Brooklyn new faces including Andrei Kirilenko, Paul Pierce and Kevin Garnett.[/quote_simple]

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