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Rhode Island decides to brand its program by being a good program

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The court-change craze continues as Rhode Island unveiled its new design, but there's something odd about this one. Hmmm ... there are no cartoon dogs. It doesn't have a beach towel. It's just the school's interlocking RI logo in a modest size with a two-tone standard court color beneath it. What gives?

Ahhh, I see. Rhode Island is choosing to brand its program by actually building a good program. Rhody hired a good coach (Danny Hurley), has brought in good players (Rutgers transfer Gil Biruta and a strong freshman class headlined by E.C. Matthews, among others), and should be a riser in the Atlantic 10 this season. What a novel approach!

Branding gimmicks are fine, but if your team is 8-24 every season, no one's going to be excited to nail a three from a palm tree or identify your court when they're flipping by on TV. Because you won't be on TV. The best way to get people excited about your program is to play consistently good (and preferably entertaining) basketball. Then you can have as large a cartoon logo as you want.

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