Confirmed with Link: Coyotes officially rebranding; sign with MullenLowe agency

[The Feckless Puck]

Rebrand is now official.

Coyotes Name MullenLowe LA Agency of Record

Click to read more...

 

[rt]

I literally can't interpret those words in a way that makes meaning in my head.

 

[Beville]

I’m not gonna lie, my first response is…

you what?

 

[The Feckless Puck]

I speak PR-ese. He's basically saying, "The NHL branding is bland and ridiculously uniform, so we're going to do something different."

 

[More Cooley]

I literally can't interpret those words in a way that makes meaning in my head.

I lolled

 

[MIGs Dog]

NHL teams and players are already cool... it's hockey!

As far as edgy, most try to be the opposite, which is why interviews are so boring. The NHL is not the WWE.

 

[GiveAFlyingPuck]

I wonder if they're ready for the challenge?

 

[rt]

Anyone remember the "Coyotes Cool" season? They just had the players wear sunglasses in every shot. Good times.

 

[The Feckless Puck]

If this ends up with our third having a sugar skull design, I'm 100% for it.

 

[JasonDemersWasOkay]

So…what? Are we getting new logos? New uniforms? Is this just for next season’s marketing tagline (hungrier than ever/coyotes 2.0, etc.)? I don’t really get what this is

 

[TheLegend]

Anyone remember the "Coyotes Cool" season? They just had the players wear sunglasses in every shot. Good times.

Still have the blanket and towel.

 

[rt]

Still have the blanket and towel.

Sunglasses on the logo?

 

[rt]

Anyone remember the "Coyotes Cool" season? They just had the players wear sunglasses in every shot. Good times.

I'll give them credit for this; at least they didn't go with Koyoteez Kool

 

[TheLegend]

First assignment.....

Make the current roster look like world beaters.

 

[The Feckless Puck]

So…what? Are we getting new logos? New uniforms? Is this just for next season’s marketing tagline (hungrier than ever/coyotes 2.0, etc.)? I don’t really get what this is

You don't use the word "rebrand" on a new tagline. My guess is that it's either the Kachinas or a modification thereof. If it's a full rebrand, then it's going to be top-to-bottom down to the colors.

 

[RABBIT]

What does this mean

 

[Name Nameless]

I literally can't interpret those words in a way that makes meaning in my head.

So happy to see I'm not the only one who reacts like this to this kind of speech.

 

[GhostofYotesFan47]

I get a sense that there will be a lot more in depth YouTube videos and they will be showcasing their team like an "influencer", using actual fashion (not just clothing) as a selling point. They want to create name recognition (beyond the team name) and get guys noticed in Scottsdale, Tempe and other areas where a younger crowd would potentially flock over and want autographs or buy tons of merch. Basically, all the people that drive me nuts and my wife pays attention to or inadvertently mimics, will be what the Coyotes try to mimic.

I'd anticipate tons of videos of players going to stores, restaurants, other sporting events, home BBQs and so on. The team will sell "air time" to companies that want additional attention. Player involvement in radio and podcasts will skyrocket. We want to be the cool kids on the block. They would do well to have player training videos on skating, shooting, positioning and so on. They will likely have giveaways based on some metric that helps spread the Coyotes name. Basically everything popular youtubers do.

This is not specific to YouTube but it's probably the best known metric. This is my impression. It's actually a great idea and we've seen brands blow up with similar strategies. If they go all out and not half ass it, I'd bet we see dividends but the team also needs to win. If we're a bunch of losers eating at a fancy restaurant, it will have a negative effect on any actual fan.

 

[RABBIT]

Does this have any correlation to jerseys?

 

[The Feckless Puck]

Does this have any correlation to jerseys?

Implied in a rebrand is a new sweater, so yeah.

I just hope they bring back Pierre from the Chicoutimi C-League.

 

[awfulwaffle]

They have some pretty big brands listed on their site. Pretty low bar where the team is sitting at currently marketing wise, so can't see a harm in this.

 

[CanadianCoyote]

My sense from reading is that it's a media rebrand, not a on-ice rebrand, that we're bringing MullenLowe in for, given their clientelle. The team rebrand is still going to be handled internally, I'd imagine.

 

[Coyotedroppings]

I just hope they don't embarrass themselves. Rebranding what will by most accounts here be a crappy team is odd, as well.

 

[87turbobuick]

Losing teams have no brand.

 

[crazyhockeylover96]

So Hydra is infiltrating the Coyotes media department to promote an older roster to younger people… got it.