NBA's Sudden Glut of Retro Logos Explained

Gary Singer, CEO of the marketing neuroscience firm Buyology, theorizes on the NBA's new yen for all things yesteryear.

First it was the Orlando Magic. Then the Utah Jazz and the Golden State Warriors. Now, the Cleveland Cavs have gone and announced they're dusting off an old logo to evoke the "spirit" of the brand's "original expression." (Just different colors.) Suddenly, the NBA is all about nostalgia.

We've come to expect that sort of schmaltzy branding from baseball -- America's...