The ballad of Pierre the Pelican : how one NBA team turned a mascot blunder into a brand storytelling opportunity /

For nearly a decade, the National Basketball Association's professional basketball team in New Orleans went by the nickname the Hornets. In 2013, the team underwent a complete rebranding, which included a new name (the Pelicans) and a new mascot. The team unveiled its new mascot and almost imme...

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