The NBA has traditionally marketed stars and markets. I'd rather see them market teams, regardless of market. The way NBA teams are playing now will lend to the change in marketing as more teams adopt a "team first" style of play. Perhaps by naming the entire Hawks starting lineup as Eastern Conference player of the month during the season, the NBA is showing that it is willing to change up its marketing. I think the great obstacle is to overcome non-fans' stereotypes (often racial in nature) of the game and its players.