It’s a journey into the already known

If you’ve been watching the NBA Western Conference final, the truth of the Golden State Warriors’ standing in the league has hit you harder than a Stephon Castle dunk.

The Warriors’ window to compete for championships is over. Done. Kaput.

It was one hell of a run, though, wasn’t it?

When I say it’s over, I’m not talking about a temporary dip in championship equity; we’re talking about total eviction from the NBA’s elite neighborhood. The Warriors might be able to keep up with the Minnesota Timberwolves, Phoenix Suns, Los Angeles Lakers or even the Denver Nuggets, but those are also-rans, too. The Oklahoma City Thunder and San Antonio Spurs are too young, too impossibly polished, and too good. They’re operating on a basketball plane the Warriors can’t even see without a telescope.

Steph Curry might have a way to keep his telomeres as long as his shooting range, but there is absolutely nothing within the realm of possibility that Golden State can do this offseason to close the gap.

His splashy tides used to raise all ships.

But not these ships.

So, what do you do when you’re stuck in the middle seat of NBA purgatory?

You go back to the well. You bring back the most ridiculed strategic initiative in modern basketball history. You reprise the “Two Timelines.”

It sounds like heresy, a cruel joke, a take so hot it seems even beyond me, but the Warriors weren’t wrong to try two timelines in the first place — they were just early. Smugly early. Embarrassingly early.

But now is the right time for a redux.

You can’t tear it all down while No. 30 is still wearing blue and gold — or whatever colors the Warriors are wearing these days, but if you’re not competing for rings, you should probably get a jump-start on the post-Curry era.

Enter the No. 11 pick in the upcoming NBA Draft, and with it, the start of the new (improved?) second timeline.

The issue? It’s not the strategy. It’s the branding.

Golden State needs a massive marketing pivot to pull this move off. Because if CEO Joe Lacob — or any other member of the Warriors’ brass — is quoted as saying “two timelines” again, they’ll be ridiculed nonstop.

Yes, Two Timelines needs a rebrand, and it needs to go better than New Coke or the San Francisco 49ers’ one-day logo in 1991.

Here are a few 100% not focus-grouped suggestions for the Warriors’ new, strange journey into the already known:

It means absolutely nothing, which makes it perfect for modern corporate speak. It sounds like a premium feature on an electric SUV or a luxury wellness retreat in Big Sur. It screams “we have a plan,” even if that plan is just drafting a 19-year-old and hoping things go better than last time.

This one appeals to the tech-bro hubris that defines Chase Center. It suggests the Warriors are still leading a revolution, even if they’re actually just trying to avoid disgrace.

Let’s lean into the Silicon Valley of it all. I don’t know which half of the roster is the CPU and which is the GPU, and frankly, I don’t care. I just know it distracts people from the fact that half the team is eligible for basketball AARP and the other half is still figuring out how to do their own laundry.

The metaphor is easy to understand: Steph is handing off the baton. The only problem is that in the last version of this race, James Wiseman dropped the baton, kicked it into the stands and tripped over a hurdle, injuring himself in the process, while Jonathan Kuminga’s agent claimed his client should have been running the anchor leg.

We’re replacing components while the system is still running. It implies efficiency, minimal downtime and zero pain. It’s a beautiful lie.

Let’s just keep it simple. The first iteration of Lacob’s Warriors is dying. Long live the kings of the NBA (and entertainment — I’m told that’s just as important).

Will it be as good? Absolutely not. But it’s different, and giving it a title will give everyone a head start on wrapping their heads around the inevitable.

But why bother with the branding exercise? Why not just ride into the sunset, enjoy the nostalgia tour and take the medicine of a 15-wins-a-year-for-a-half-decade teardown when Steph retires?

Well, because standard NBA rebuilds suck. They are miserable, soul-crushing endeavors that alienate fanbases and bring organizations to their knees. I certainly don’t wish such a thing on paying customers, but I feel immense sympathy for the folks on the payroll, too.…Read more by Dieter Kurtenbach San Jose Mercury News