38 Days to Tip Off: We Will…

Believe it or not, we are less than one month away from the first Magic preseason game. Orlando will open training camp on October 1 and open the preseason in Mexico City against New Orleans on October 7. So how will we get ready? By counting down to the beginning of the season on November 2 against Denver. Let's continue:

The Orlando Magic have a new marketing slogan. After several years under the "Be Magic" slogan, the team is moving on to a new marketing plan in the post-Dwight Howard era.

"WE WILL" will be the slogan plastered all over the Magic offices and marketing materials and will be sure both to inspire those inside the organization and inspire plenty of jokes from outside. Particularly right now. Give the Magic a chance to explain themselves first:

"WE WILL" promises the Magic will do whatever it takes to put a winner on the floor and create a product Magic fans and partners can be proud of on all fronts. The shift from "Be Magic" to "WE WILL" was made to update the Magic's message and reaffirm the franchise's desire to be great. Hallmarks of the campaign are in the Magic's mantra of hard work, competing every night, leading and inspiring as the Magic strive for excellence via integrity, strength, resilience and togetherness.

"For us, this campaign was relevant with or without the roster changes. We feel strongly that it's a great statement and a strong message that we wanted to provide to our employees, our fans and all of our partners," said Magic Vice President of Brand Management Roman Vega. "It's designed to shatter any questions about us not wavering in our mission to compete for a championship and that everything we do is designed to put us in the best possible position to accomplish this."

OK, so that makes some sense. Of course, that won't stop people from making fun of it. And who really knows how much these mantras actually affect the market.

The idea is definitely a good one. Could be a great one if everyone within the organization buys in. Alex Martins has talked a lot in the past about having a strong brand identity that has championship values up and down the organization — from the players to the salespeople to anyone associated with the franchise. Whatever that is, might be for the organization to figure out in the next few seasons as the process and the organization redevelops itself.

As an organization, the Magic had to distance itself some from Dwight Howard and move on. The roster changes and staff overhaul was the first step. The rebranding and remarketing will be the next (Is a new jersey in the future? Who knows?). I am sure some of the artwork in Amway Center will be very different as Howard paintings get put into storage for some time.

The Magic are in the process of re-affirming and re-stating their value. "WE WILL" does that. For now.

43: Mikan never played in Orlando … 42: Re-Telling David Vaughn's Story … 41: Some Injuries … 40: Game Six … 39: Skyenga

Philip Rossman-Reich

About Philip Rossman-Reich

Philip Rossman-Reich is the managing editor for Crossover Chronicles and Orlando Magic Daily. You can follow him on twitter @OMagicDaily