“I love it! I absolutely love it,” Jeff Jones said about LeBron James’ big production. Jones, partner and president of McKinney advertising agency in Durham, said James is a modern-day figure using modern-day tools—TV, Twitter, texting—you name it to build his brand. “What he says in front of the camera and the way he behaves from here forward will determine if this was smart marketing or bad branding, “Jones said before “The Decision.” Now, with respect to King James’ brand, here’s a guy who sent out his initial Twitter tweet and picked up 100,000 followers, Jones said. In other words, His Majesty knows exactly what he’s doing.