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Lakers must find their next identity

With Mike D'Antoni out, Kobe Bryant's time fading, L.A. needs more than a coach

Updated: May 1, 2014, 4:42 PM ET
By J.A. Adande | ESPN.com

The Los Angeles Lakers are looking for a head coach again, for the third time since 2011. What they need most might be beyond the capacity of any candidate.

The Lakers need a person who also can serve as the identity of the franchise. All the Lakers have going for them right now is their brand. It's one of the most economically and culturally valuable in sports, but it still couldn't help them win more than 27 games this past season.

It took people to build that brand, and for a ...

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