"Ultimately, it's all about team." <div class="quote_poster">Quote:</div><div class="quote_post">The Chicago Cubs, still clinging to their lovable losers identity the way ivy clings to the walls of Wrigley Field, are sometimes known as the Small Bears. It's cute, it's condescending, and hardly worth the worry to the shirtless bleacher bum who rejects all home runs struck by the opposition while accepting all offers to buy another cold one from the beer man. Misery, history tells us -- again and again -- is indigenous to the Cubs marketing plan. But the rest of the pro sports world can't play this way -- the Boston Red Sox lost their exemption when they won last year's World Series -- and you'll recall that the Grizzlies did not hit town four years ago trying to position themselves as losers; even if it was what their resume showed them to be. That's changed, of course, with back-to-back winning seasons and playoff appearances. The Grizzlies are now, well, very likable medium-sized bears. But remember three seasons ago, when Jerry West was new to town, but the roster had about as much depth as a reality TV show? The Grizzlies and their advisers still had to find a way to market the team. What they settled on was lighthearted fun that would have fans laughing with the Grizzlies and not at the Grizzlies. And so we got "Round Town," a series of television commercials that played on the strength of individual Grizzlies personalities: Flashy point guard Jason Williams whipping a behind-the-back pass with a trash bag to a garbage man. Native son Lorenzen Wright, map in hand, sitting on a park bench with rookie Drew Gooden and explaining the pretzel logic of the local road system. West silently and carefully picking just the right items in the produce section of the grocery store. Pau Gasol and Shane Battier dining at Corky's, doing what Memphians do every day: eat barbecue. </div> Source
