Turning Failure Into Success

Sports marketing consultant Joe Favorito says the Nets marketers can be proud of doing so much with so little. "The casual fan in the New York area may have more exposure to the Nets than all the other teams playing this winter in the area combined," writes Favorito, noting how the Nets have gotten exposure for their futility. "They value their brand, their position and their future and are not willing to give in."

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