A lot of NBA journalists, followers and fans still bring up the Isaiah Thomas trade to Cleveland as an example of the ruthlessness by Danny Ainge, but also as a sign of disloyalty. This marquee trade is used as an illustration of the disloyalty by the Celtics franchise to its players and as a reason why superstars would be reluctant to want to play in Boston or sign in free agency. This is a narrative driven by a lot of people who often don't have the best interests at heart for the Celtics and is probably overdone.
On the other hand the Lakers are deemed as a loyal franchise. They gave Kobe Bryant a huge contract past his prime and stood by him till his retirement.
But I question why a free agent signing or a star should be shown more loyalty than drafted players that have been homegrown and often gave years of their career to the franchise, without special financial incentive. How is dumping D'Angelo Russell, Brandon Ingram, Lonzo Ball, Julius Randle or Ivica Zubac for quick improvement not regarded as disloyal?
With trade proposals often posters are reluctant to include Kemba Walker or Gordon Hayward based on the argument that it would look bad on the Celtics to trade away a free agent signing as it would discourage other players to sign here because of the disloyalty shown by management. But how about players that have played multiple years for the franchise and often were underpaid during their rookie contracts?
How would players view that? You're underpaid during your early years in the NBA, you have to fight for your minutes and reputation, need to accommadate your play to the coaches system and then you get dropped or traded when you're up for a big payday.
I think as a GM you shouldn't care about any of that stuff. But if you do factor in loyalty, I think you look at what players have done for the franchise so far, so Smart/Brown/Tatum would be on the top of that list. Those three are the keepers in my opinion, but that's more about their talent, age and roles.