web pageCLEVELAND, Ohio -- Browns CEO Joe Banner was hired by Jimmy Haslam on October 16, 2012, to be in charge of the daily operations of the franchise, both football and business. He started with the Philadelphia Eagles in 1994, and his expertise was business and the salary cap. He was promoted to vice president in 1997, and then to team president in 2001.
Banner left the Eagles in 2012, and soon was helping Haslam purchase the Browns from Randy Lerner. In the last week before camp opens, Banner spoke for more than an hour on the state of the franchise. He inherits a team that has a 23-57 record over the last five years, with one playoff appearance since returning in 1999.
On taking over ...
Q: Why did you want to run the Browns?
A: After leaving (the Eagles), I was looking for a real challenging situation. I met Jimmy [Haslam] in June [2012]. He was interested in owning an NFL team. We knew the Browns could be available. If we were going to do something together near-term, this is where we'd do it.
Q: Does all the losing worry you?
A: No. Nor does it scare me. That's because everything not right is fixable, and everything out of your control is very good.
Q: Please explain.
A: The things you can't control are so positive. The fan base is passionate. The market wants you to succeed so much. The media can create a lot of excitement if you are going well. If you do things right, you can attract coaches and players here. These things are not present in every NFL city.
Q: So why all the losing?
A: Look at what can be controlled: The quality of the team, from the front office to the coaches to the players. You have to pick the right people.
Q: How did you see the Browns when you were running the Philadelphia Eagles?
A: We viewed Cleveland as a totally untapped, phenomenal football market. The opportunity to do something special is here, but it seems no one has been able to seize it.
Q: Can you understand why fans would doubt that it will be any different now?
A: If I were a football fan here, that's what I'd be saying. I get it. Not only have these fans lost a lot of games, they lost their team for a while. They have been through so much.
Q: Why can that change?
A: If you look at teams that have made significant turnover in their front office and coaching staff, you know fairly quickly if they are on the right track. It's not too long that some of the wins start to come ... that's different than thinking you're on the right track, but the wins aren't starting to follow.
Q: So what will the record be this year?
A: I'm not going to get into that, but it shouldn't take very long for fans to see that things look different.
On making changes ...
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Joe Banner interviewed Ray Horton for the head coaching position before making him the defensive coordinator. He says Horton's attacking style reflects what the Browns want to be on both sides of the ball.
Joshua Gunter, The Plain Dealer
Q: Why did you replace virtually all the key people in the front office and coaching staff, except special teams coordinator Chris Tabor?
A: We didn't come into this expecting to make this many changes. But yes, we turned over the organization.
Q: But why?
A: We needed a determination, a relentless mindset that is more than just winning a game or two next season. We don't want to settle for just getting better, maybe making the playoffs.
Q: So what is the goal?
A: Some people are intimidated about setting the bar really high. We want to build a Super Bowl team. For some people, that's too much pressure. And some people may say, "You won five games, what are you talking about the Super Bowl for?"
On role models ...
Q: Why are you talking about the Super Bowl when you have not won more than five games in a season since 2007?
A: Because that is our ultimate goal. We've studied teams that made the Super Bowl. We need to play the style of game that they do.
Q: Like who?
A: You take the Packers, 49ers, Ravens and Pittsburgh. They have recently been to Super Bowls. Baltimore and Pittsburgh are in our division. They are consistent winners.
Q: Is that why you switched from a 4-3 to a 3-4 defense?
A: Most good teams play an attacking 3-4 defense. Every offensive coach we talked to in the off-season said the attacking 3-4 defense was the hardest to face, so that's what we need to play.
Q: And on offense?
A: You have to throw the ball downfield -- attack. Not all the time, but you have to be able to do it. That's how Chud (head coach Rob Chudzinski) and Norv (Turner, offensive coordinator) play the game.
Q: How will the changes show this season?
A: We will deliver a team that plays the style that winning teams play -- aggressive, attacking and smart.
Q: How many players do you think will be around when the team reaches what you call: "really good"?
A: When [coach] Andy Reid was hired in Philadelphia, we asked how many of our 22 starters would be good enough to play for us when we compete for a championship? The answer was 11. I think that's comparable here, but I'm not going to name them.
On GM Michael Lombardi ...
Cleveland Browns CEO Joe Banner chats with Terry Pluto - Part 1
One week before training camp begins for the Cleveland Browns, CEO Joe Banner sits down with Plain Dealer columnist Terry Pluto for an interview at their practice facility in Berea. This is the first of two videos from the interview. Part 2 will be posted Saturday evening with Pluto's story.
Q: Why hire Lombardi when you know he would not be a popular choice?
A: I have a 16-year relationship with him. I believe of the people available that I knew or people that may have become available, he gives us the best chance to win.
Q: But didn't you only work one year with him?
A: I ran a draft with him in Philly in 1998. We believe it's still one of the best drafts. (The Eagles picked four players who made Pro Bowls and traded for Hugh Douglas, another Pro Bowler.)
Q: When Reid was hired as coach (in 1999), why didn't Lombardi stay with the Eagles as player personnel director?
A: I was not the sole decision-maker at the time of who was going to hold that job. (Banner was vice president in 1999, not promoted to president until 2001.)
Q: So you stayed in touch with Lombardi?
A: Yes, I've talked with him about players and drafts. Absolutely, I knew he would not be a popular choice, and it would make me less popular.
Q: That didn't matter?
A: To a fault, I'm guilty of doing what I think is best to win ... and staying strong about it as to opposed to worrying about what is popular. You have to be prepared to make tough decisions, having the guts to stand up and make the decision.
On how the draft works ...
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Joe Banner cited his comfort level with Mike Lombardi as one of the reasons the former Browns aide is now the team's general manager.
Scott Shaw, The Plain Dealer
Q: Who is drafting and picking the players?
A: Everyone successful in sports is good at collaborating, putting together a team of people who work together.
Q: Who is in the draft room?
A: It's Mike [Lombardi], [Player Personnel Director] Ray Farmer, Chud, Jimmy [Haslam] and myself. Jimmy is not grading players, but he wants to know about their character. He asks challenging questions. But it's the four of us [Lombardi, Farmer, Chudzinski and Banner] who make the decision.
Q: But someone has the final word, right?
A: Unambiguously, the answer is me. No matter if I'm making the decision or those we employ are making it, I'm accountable. I'm perfectly willing to take the blame. Hopefully, it goes well, and (everyone) gets some credit.
On draft day trades ...
Q: Were you expecting criticism for trading your fourth round and fifth round picks this season for picks next season?
A: I knew it needed to be explained, but I didn't think it would be viewed so negatively.
Q: OK, explain it.
A: We were in a weak draft in the fourth and fifth rounds. We had a chance to turn them into third- and fourth-round picks next season in a strong draft. ... That's a no-brainer.
Q: You really know the draft in those rounds will be stronger next year?
A: You don't know [positively], but you've done enough work to have an opinion. But even if it's a weak draft again, I'd rather have a third and fourth rounders in a weak draft than a fourth and fifth-rounder.
Q: But you traded a pick to the Steelers ...
A: And we're used to being out-smarted by the Steelers. I can understand why fans think that. But hopefully, that's not the case.
On making trades ...
Q: Why do you say that you must get an advantage in a trade?
A: If you don't think you're getting the better of it, then don't trade. If you make that the criteria -- getting the better of it -- then if you trade in or out of the division, it doesn't matter. It's still an extra plus.
Q: But if you're wrong ...
A: We're not pretending we get it 100 percent right, but I think we've already shown we've made some good trades.
Q: Like what?
A: We got draft picks for Colt McCoy (Browns traded McCoy and a sixth-round pick to the 49ers for a fifth- and seventh-round pick) when the league thought he'd get cut. That's the kind of move that good teams make.
Q: What else?
A: We picked up [veteran Miami receiver] Davone Bess without giving up anything that would hurt us [a fifth-rounder]. We signed him to an extension so he'll be with us when we get stronger. Picking up [running back] Dion Lewis [from Eagles] is a good move.
Q: So these moves reveal what?
A: People should start to see that other teams have made moves like these, but not the Browns. But that's changing.
On signing free agents ...
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Paul Kruger was the Browns' biggest free-agent signing, and Joe Banner he'll be a major part in an improved defense. But Banner also said free agency can't be the main course of improving a franchise.
AP file
Q: Why didn't you make a bigger impact in free agency?
A: We spent nearly $90 million on free agents, and more than half of that is guaranteed. That's a big change for this organization. We targeted [Paul] Kruger and [Desmond] Bryant. How many times has this organization gone 2-for-2 in free agency when at least six other teams wanted those players?
Q: Doesn't it just come down to money?
A: At this level, the offers are comparable. We were able to sell them on the coaches, the city and schemes we plan to run. This feels different to me [when it comes to the Browns].
Q: Kruger and Bryant are good defensive players, but are they game changers?
A: You rarely get a guy who fixes your team in free agency. You can get guys who can really help you, and we did that. We view free agency and the draft together, and because we got the guys we wanted in free agency, we could trade some of the draft picks for future picks.
Q: How do you see free agency?
A: Winning teams are built through the draft, and by retaining their best players. Some winning teams use free agency to an extent, others hardly use it. But you don't build a winner mostly through free agency.
On the coaching staff ...
Q: Why did you hire Rob Chudzinski, a rookie head coach?
A: Winning teams have aggressive head coaches. We didn't focus on a young coach, old coach, experienced coach or college coach. I wanted a strong leader who is passionate and intense and can put together a quality staff.
Q: Did you know that by hiring Chudzinski, you'd also add Norv Turner [offensive coordinator] and Ray Horton [defensive coordinator]?
A: We knew Chud could bring Norv along. We thought we could get Ray Horton. That staff with Chud replicates what winning teams do -- they have good coordinators on both sides of the ball.
Q: Did you interview Horton for head coach?
A: Yes, and he's very impressive. I'm more impressed with him now than when I first interviewed him. He is solid, even-keeled and determined. He relates to players ... it's outstanding!
Q: You first tried to hire Chip Kelly, but he went to Philadelphia -- your old team -- instead. Does that bother you?
A: I don't want to get into any of that. ... I choose to look forward and I really like our coaching staff.
On Haslam's legal problems ...
Cleveland Browns: Jimmy Haslam watches the activity at Browns minicamp Friday
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Jimmy Haslam's legal issues are not a factor in how the Browns are being run, says Joe Banner, who added that the team is not for sale.
Thomas Ondrey, The Plain Dealer
Q: Do you understand why some fans are nervous about the FBI investigation in Haslam's Pilot Flying J?
A: I know why people would be unsettled by it. But at the same time, fans can trust what we said about it. Jimmy would tell you that he's disappointed by what happened. I think he has apologized to Tennessee [the company's home state] and to Cleveland.
Q: How does this impact the Browns?
A: As it relates to the day-to-day operation of running the Browns, it will be unaffected by it.
Q: Even though Haslam will have to pay millions in lawsuits and legal fees?
A: Nothing is going to happen that will alter that vision or affect our ability to run the franchise.
Q: Is the team for sale?
A: The team is not for sale. That's a totally legitimate question. It's why Jimmy answered it earlier [in a press conference] and why I'm doing the same now. Unambiguously, it's not for sale.
Q: Do you realize that a few months before Haslam bought the Browns, there were rumors that the team was for sale and the team put out a statement saying it was not for sale?
A: I just know that it's important for the public to be able to trust us, so that when moments [Haslam's legal issues] like this come up, we have a track record of being truthful.
On possible stadium renovations ...
Q: Are you really going to put $100 million into revamping the stadium?
A: We have hired a construction company and an architectural company. It's too early to know what we will do, or even what is possible to do. We don't know all the elements involved or what the cost will be.
Q: So it's research at this point?
A: We are waiting to find out what is possible, and that could take four to 12 weeks.
Q: Who will pay for the renovation?
A: Until we get the [reports] and know what is possible -- and what it costs -- I can't answer that question.
On Trent Richardson ...
Q: Can he be an impact player?
A: He has tremendous talent. He wants to be great. He is now in a system to do it. He's worked hard in the off-season and indications are encouraging.
Q: But he had injuries last season, and again in the mini-camps this year, right?
A: You don't like to see collective injuries. But they don't seem to be injuries that will necessarily repeat. We've put him on a new program of training, nutrition and even to help him sleep. But you are right, he has to get on the field -- so we'll wait and see.
On Brandon Weeden ...
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Joe Banner praised Brandon Weeden's off-season work and reinforced the team's belief that the revamped offense should play more to his talents.
Joshua Gunter, The Plain Dealer
Q: What is your impression of your quarterback?
A: Everyone has been encouraged by how hard he has worked. He has made progress. We believe this system -- throwing from the shotgun and throwing more downfield -- is more likely to fit him.
Q: Do you think he can be a long-term answer at quarterback?
A: The first thing you ask is how he throws the ball? He throws it very well. We have to see how he does with the intangible aspects. If they all come together, there are a lot of possibilities. But we have to wait and see.
Q: If quarterback the most important position on the field, so why didn't you bring in someone else to start?
A: I'm going to give a broad answer, starting with our defense. We knew we had to change our defense. We had to get faster and get more pressure on the quarterback. We went out and got players to do that. We were ready to charge ahead on defense.
Q: But the quarterback ...
A: On offense, we want to see what develops before making big changes, other than the scheme. And the change on offense is just as big as from the 4-3 to the 3-4 on defense.
Q: Why didn't you change many of the players on offense?
A: It's hard to know their potential because so many of them -- not just Brandon -- are so young. Also, the coaches looked at Brandon and some of the others and saw enough there to want to see more. [The coaches'] input is very important on this.
On Josh Gordon ...
Q: What was your reaction when Gordon flunked the NFL drug test and was suspended for two games?
A: It's a concern. We're going to create an environment here where people are going to be held accountable and the expectations are going to be high.
Q: How does that apply to Gordon?
A: We want to give everyone a chance to succeed. We want to support him. He's a player with a chance to become a valuable part of this team.
Q: So what's the approach?
A: First, [the failed drug test] is a concern and disappointment. At the same time, we're doubling down and we've got to find a way to support and help him be what he can be as a player -- and help us be a better football team.
Q: Does he know this is a problem?
A: Yes, he gets it. Chud has said [Gordon] has done everything we've asked him to do. That's true. But it's early. He can't remove himself from this moment. He can't forget what happened.
On the Browns' future ...
Q: What is your biggest challenge?
A: Time. Our goal is to build a Super Bowl team. You know that going into 2013, you don't have everything you need to win a Super Bowl.
Q: So what drives you?
A: Every day, I hear from fans on how it would feel if the team got really good. I'm anxious to deliver that. Jimmy, Mike, Chud ... all of us want to make it happen. There is a great sense of urgency. We need to get there reasonably fast -- being really good -- but that will hard.
Q: Why can you make it happen?
A: I was involved in a turnaround situation in Philadelphia. You can look at many of our people, they have been with teams that had been losing and turned it around.
Q: What is your hope for the Browns?
A: I want a team where if it wins 10 games [but doesn't do well in the playoffs], fans are upset. I want to raise and re-align expectations so that people can talk about how our team can get really good and stay really good. I want to see what that would be like for the fans and this city, I want to feel that passion and intensity for the Browns when we really start to win. That will be something.
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What bothers me a bit is that Banner didn't correct him 
That's why I'm fine with Norv bringing it here. It's a PROVEN system that gets results when you have the players to run it.
