Before Shaunie Henderson married Pastor Keion D. Henderson, she was married to NBA star Shaquille O'Neal, and they share six children. However, the former couple was officially divorced in May 2011, a year after the first season ofBasketball Wivespremiered. While the reality TV show, which chronicled the lives of women who were exes or current girlfriends/ wives of basketball players, had a lot of people tuned in, it also faced a lot of criticism. One of the criticisms was the portrayal of the women on the show who, at times, were fighting with each other.
However, in our exclusive interview with Shaunie, the Undefeated author said the show was created out of necessity.
"We just tend to tear our own people up for whatever reason. When I started Basketball Wives, it was really a matter of survival for me. I was in desperation mode. I needed the show to be successful because I had to figure out how I was going to live and provide a life for my children," she said. "Basketball Wives is a platform and it is a space for women to have the freedom to be and say and do what represents them. And what that is, is their decision, right? I just provided the platform for it to happen.
She also explained that she wanted to help other women financially by having a platform that will give them access to opportunities.
"I knew that I had lost my voice before, and I wanted to provide a space to ensure that other women didn’t lose theirs. Again, what they decided to do with the camera time and who they decided to show up as is on them, but here's the platform, and I think for many women, it has been just that. It’s boosted them into a space in their life where they're able to make money and branch out into other opportunities that they may not have had otherwise."
"I knew that I had lost my voice before, and I wanted to provide a space to ensure that other women didn’t lose theirs. Again, what they decided to do with the camera time and who they decided to show up as is on them, but here's the platform, and I think for many women, it has been just that. It’s boosted them into a space in their life where they're able to make money and branch out into other opportunities that they may not have had otherwise."
Basketball Wives: LA Cast. L-R: Jac'Eil Duckworth, Brooke Bailey, Jackie Christie, Shaunie Henderson, Evelyn Lozada, Jennifer Williams, and Brandi Maxiell
Photo by Robin L Marshall/Getty Images
One of Basketball Wives' most infamous moments was the fight that occurred between Evelyn Lozada and Tami Roman in the second season. While it was a very explosive scene, Shaunie revealed that behind the scenes, the following day, everything was copacetic. She recalled that moment and said it was one of her most cherished memories from the show.
"It was probably the day after the infamous fight between Tami Roman and Evelyn Lozada. Evelyn had coined the “non-mf factor” phrase, and production had broken up their fight the night before. Me and her were on the beach, and Tami called to see what I was up to. I told her I was with Evelyn, and she said she was coming to meet us," she said.
"I'm thinking I'm about to be in part two. There's no security, we were off for the day and I was sure it was about to be horrible. Tami gets there. She’s already got her cigarette lit, her bob is bouncing as she walks up to us, and I just remember her saying, ‘What y’all heffas doing?’ It was just like nothing had happened at all. It was like they fought, they got it out, and she was off to the next thing."
She added, "Those type of moments I wish people could experience and see that although things happen that seem outrageous, it’s all love. It doesn't always end up perfect. But for the most part, we have had a really, really good time."
Read more from the interview here.
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While an evolution is a natural progression that happens as businesses grow, a rebrand is a total change. Lola tells xoNecole, "A total rebrand is necessary when a business’s current reputation/what it’s known for is at odds with the business’s vision or direction.
"For example, if you’ve fundamentally changed what your product is and does, it’s likely that your brand is out of alignment with the business. Or, if you find your company is developing a reputation that doesn’t serve it, it might be time to pump the brakes and figure out what needs to change.
She continues, "Sometimes you’ll see companies (especially startups) announce a name change that comes with updated messaging, visuals, etc. That usually means their vision has changed or expanded, and their previous branding was too narrow/couldn’t encompass everything they planned to do."
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The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
2. Tackle the overall strategy first — before you start redesigning logos and websites, align on a new vision for your brand. How do you want your company to be positioned moving forward? Has your audience changed at all? Will your company have a fresh personality and voice?
3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
4. Keep business moving — one of my biggest pet peeves is when companies take down their websites as soon as they have the idea to rebrand, then have a Coming Soon page up for months! You lose a lot of momentum and interest by doing that. If you’re still in business and generating income, continue to operate while you work on your rebrand behind the scenes. You don’t want to cut existing customers off out of the blue, and you also don’t want so much downtime that folks forget your business exists or start looking for other solutions.
While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
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