10.16.2021 – change way we showcase

change way we showcase
incorporate the fashion
world in our branding

Today’s haiku is based on a statement by Mr. Xavier A. Gutierrez.

Mr. Gutierrez said, “We want to change the way we showcase our players and incorporate the fashion and lifestyle world in our branding.

As you might guess, Mr. Gutierrez is the President and CEO of an NHL Hockey Team, the Phoenix Coyotes.

He was speaking to the reports the the NHL team is changing its logo back to the original logo in an effort to ” . . . to embrace the entire region and highlight the Coyotes’ emphasis on reaching out to communities that have not traditionally been home to hockey fans.

I recently moved from the city of Atlanta.

A city that saw two NHL teams, the Flames (now in Calgary) and the Thrashers (now the Winnipeg Jets #2 – the first Winnipeg Jets are now, oddly enough the Phoenix Coyotes) leave the city.

Most Atlantean’s never caught on that the Thrashers were not named after people who might be involved in a fight but for the Georgia State Bird, the Brown Thrashers.

When the team announced they were leaving, the TV station I worked at sent crews out to interview disgruntled fans.

They couldn’t find any.

Not saying they couldn’t find any disgruntled Thrasher fans.

They couldn’t find ANY Thrasher’s hockey fans period.

Nine of ten people in the Atlanta area moved from somewhere else.

If anyone went to a NHL game in Atlanta, they went to see their old team.

Members of the Thrasher’s said it was like playing a season long road trip.

Hockey in the southland.

It works in some places and it doesn’t in others.

It seems to have worked in Tampa Bay but maybe those three Stanley Cup Championships helped.

That’s more championships than 20 other teams in the NHL, 11 of which have never won a championship.

Phoenix feels it has the answer to the fan problem and that this re-retro-branding will show that the “Coyotes intend to be focused on their commitment to impact, inclusivity and innovation.

Notice, it doesn’t say anything about winning . . .

Maybe I am missing something here.

But then again, maybe I am not.

I was just reading an article the other day where in the course of article I was reading there was the statement somewhat along the line of, “The number one rule of travel writing is do not write an article recommending that no one visit somewhere that no one would ever want to visit in the first place.”

Isn’t the first question about how to market NHL hockey in Arizona, why is there NHL hockey in Arizona?

The Swamp Castle dialogue from the movie, “Search for the Holy Grail” comes to mind.

Side note, if you needed me to use the official title of the movie, “Monty Python and the Holy Grail“, please don’t tell me.

DAD: Listen, lad. I built this kingdom up from nothing. When I started here, all there was was swamp. Other kings said I was daft to build a castle on a swamp, but I built it all the same, just to show ’em. It sank into the swamp. So, I built a second one. That sank into the swamp. So, I built a third one. That burned down, fell over, then sank into the swamp, but the fourth one… stayed up! And that’s what you’re gonna get, lad: the strongest castle in these islands.

SON: B– but I don’t want land.

DAD: We live in a bloody swamp. We need all the land we can get.

Can’t you just hear it?

Xavier A. Gutierrez: Listen, lad. I built this NHL team up from nothing. When I started here, all there was was desert Other NHL Owners said I was daft to build an NHL team in the desert, but I built it all the same, just to show ’em. It sank into the desert. So, I built a second one. That sank into the desert. So, I built a third one. That burned down, fell over, then sank into the desert, but the fourth one… stayed up! And that’s what you’re gonna get, lad: the strongest NHL franchise in the Arizona.

ANYONE in ARIZONA: B– but I don’t want ICE.

Xavier A. Gutierrez: We live in a bloody desert. We need all the ice we can get.

Gee whiz.

I gotta go to the beach.

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