Uniformity 101: How to turn a pro sports franchise around

So the Charlotte Hornets unveiled their rebranded identity on Thursday, going back to the purple and teal that made such a splash when the franchise originally began doing business in 1989.

And you know what that means.

Run, don't walk, and bet the house on the Hornets winning the NBA title in the next three years (that's "for entertainment purposes," of course).

New uniforms and logos stir up fan bases and, of course, generate millions of bucks in revenue in new merchandise. But new, spiffy unis have an uncanny way of translating to success in the standings, too.

In the NHL, the Dallas Stars won a Stanley Cup in 1999, two years after rebranding. The L.A.Kings became a player after ditching their purple and gold for silver and black in 1988, although the arrival of a guy named Gretzky had something to do with that too.

And in the NBA, the Brooklyn Nets made some noise in the playoffs in their new digs and new black and white duds.

But nowhere is the trend more consistent than in the NFL:

* The Atlanta Falcons went to the NFC championship in 2004, one year after updating their helmet logo and number fonts.

* The Arizona Cardinals went to the Super Bowl in 2008, three years after a similar treatment.

* The Cincinnati Bengals went to the Super Bowl in 1981, the first year with their "Bengal Stripe" helmets and jerseys.

* The Denver Broncos won the Super Bowl in 1997 after a complete revamp, ditching the "Orange Crush" jerseys for a more menacing navy blue and streamlined logo.

* The New England Patriots, after the second incarnation of "Flying Elvis" in 2000, won Super Bowls three times in a four-year span (there are plenty of folks up there who wish the beloved "Pat Patriot" would return, even though the Pats generally had horrible teams in that look).

* The New York Giants switched back to their iconic "ny" logo in 2000, and went to the Super Bowl (where they got throttled by the Ravens 34-7. You can tell I've gotten over that, but the two SB wins over the Patriots made up for it).

* The New York Jets, in 1998, switched back to a look modeled after the Namath era and promptly went to the AFC championship game.

* And the latest example: The Seattle Seahawks, the year after their futuristic rebrand, won the Super Bowl last season.

There's more on tap soon. The Tampa Bay Buccaneers will wear new uniforms this season with an updated (and much larger) helmet logo, and the Cleveland Browns are planning a rebrand for 2015.

So get those bets down on the Bucs and Browns, too. Don't say I didn't tell you so.

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Rex Ryan has us all fooled ... right?

Rex Ryan is either the smartest, most cunning, most innovative coach in the history of the NFL, or ... he's not.

What to think? Which way to go? There's no middle ground here. It's sort of like cats -- you either love 'em (which I do) or you don't. You're either in or your out, to paraphrase Pat Riley, who actually was pretty smart, cunning and innovative. You either have confidence the plan will work when it counts, or you don't.

The Jets have been pretty terrible throughout the first three games of the preseason: This is not news. The defense doesn't look bad, but the offense is a mess. The line has holes, especially at tackle (Winston Hill is not walking through that door), their receivers are banged-up and old, their top running back is pretty pedestrian and though they profess confidence and trust in their starting quarterback, Mark Sanchez, he's going to have to play with whiplash every week, what with that Tim Tebow guy breathing down his neck.

And through it all, Ryan has remained the steady, stoic captain of this ship that everyone else can see is taking on a lot of water. And instead of grabbing the buckets and bailing, he's calmly forging ahead, telling us not to worry. Trust me, he assures us. I got this.

"I see some encouraging signs that we're headed in the right direction," Ryan told my New York Post colleague, Brian Costello. "It might not be obvious to everybody in the public. Again, I'm confident in our offense. I'm confident in our coaching staff. I'm confident in our players. I believe that we're going to have a very productive offense when it's all said and done."

Uh, OK. Maybe we're wrong. Maybe in all of their shrouded-in-secrecy practices Ryan and new offensive coordinator Tony Sparano have cooked up the most amazing, intricate mind-blowing offensive attack, the likes of which we've never seen before. Maybe Tebow will line up as quarterback, running back, H-back and wideout ... on the same play (Hey, Bugs Bunny did it on the baseball field, so there is precedent). Maybe Antonio Cromartie will catch passes ... from Nick Mangold.

Or maybe not. Maybe behind closed doors and security-encased fields far away from the prying eyes of the media and Bill Belichick's camcorder, they're as frustrated and frantic as their fan base is. Maybe they're just trying to buy as much time as possible to figure something -- anything -- out before the regular season starts, when all the world will finally see whether the Jets are fantastic ... or frauds.

Ryan and the Jets either have all of this under control ... or they don't.

Which is it? We'll soon find out.

NFL preseason = stealing money from fans

As I was sitting at my desk at the New York Post Sunday night, monitoring the Jets-Panthers preseason game to prepare our coverage and headlines, I couldn't help but notice the quality of what I was watching, well, stunk.

Much is being made in New York this morning that the Jets are the only team in the NFL that has not scored a touchdown through three preseason games, and, according to NBC, are the first team to accomplish that forgettable feat since the 1977 Falcons.

But this isn't about trashing the Jets (given what we've seen from them so far, there'll be plenty of opportunities for that later). It's about a system that's clearly broken, and the fact the most powerful, richest and most successful sports league seems to want to do nothing about it.

The NFL preseason has become a foxhole. With the artillery barrage of a four-game schedule (and imagine -- it used to be six), all teams want to do is get through it without anyone getting killed. So they trot out their starters for a series or two, or maybe a half, or not at all. In many instances, stars don't even suit up. Then there's the factor of teams keeping it vanilla, for fear of showing a play, formation or personnel that could come back to haunt them down the road. All of which leads to a bland, boring, tedious exercise.

All of that is fine, given teams have to evaluate draft picks and free agents, and make personnel decisions. And for the players on the bubble, it's perhaps the best chance they have to impress coaches and land a coveted roster spot.

I get all that. The problem is, the NFL charges its fans regular-season admission and parking for the privilege of watching a third-string quarterback you'll never see again try to complete passes behind a fourth-string offensive tackle to a fifth-string receiver.

For a league that talks the talk about integrity and protecting the shield (and while we're at it, bring the real refs back; a subject Believe the Type has already addressed), it's time Roger Goodell's corporation takes a much-needed and necessary step:

Cut the four-game preseason down to two games -- or better yet, ditch the preseason entirely.

A good friend of mine is a Jets season ticket-holder. He has four seats, each worth approximately $125, which he, of course, has to buy in order to purchase his eight regular-season games. That's an extra $1,000 out of his pocket for a third-rate product -- not even including parking (he has a parking pass for which he pays $15 per game as part of the season-ticket package) the time spent driving to and from the stadium, the price of gas and concessions.

For the poor guy who just shows up at MetLife Stadium for a one-shot deal just to watch a game, it's nearly as prohibitive; say he buys two of the cheapest seats way upstairs (about $50) and $50 to park -- to park! -- he's out $150 before he even goes through the turnstiles.

Sure, you can go through a secondary ticket provider like StubHub, but that's not the point. My friend suggests teams could either make preseason tickets free and spread out the price for them throughout the regular season. That would at least show appreciation for the fans showing up, or, in his words, "acknowledgement that you're getting screwed."

Taking it a step further, he suggests teams could take that $1,000 and return it to their season ticket-holders in the form of gift certificates for concessions and souvenirs that could only be used at the stadium -- a pretty good idea, if you ask me.

On the field, the preseason has long outlived its usefulness. The NFL could replace preseason games (at least two of them) with two live scrimmages against opposing teams, held during training camp. Charge fans a nominal fee (say $25) and charge for concessions. Teams will still make money, and fans won't feel as if they're getting fleeced.

Goodell has never been shy about engaging NFL fans when it comes to labor negotiations, player safety or other initiatives. After last season's Super Bowl, he thanked the fans for their unwavering support and said, "Our commitment to improve everything we do is ongoing."

Now it's time to not just say it, but show it.