Domino's Effect? Phoenix Coyotes Brand Goes Negative, Against Itself

Winnipeg is excited about the city's new NHL team (Go Jets!) and their snazzy new logo. But the team that used to be the Winnipeg Jets , the Phoenix Coyotes, is facing some criticism after being swept in the first round of the 2011 NHL playoffs.

Though the team says it has seen a 25 percent increase in ticket sales, it's still struggling to (in NHL parlance) "put butts in seats." To accomplish this, the team is touching the third rail of brand campaign messaging: Incorporating self criticism into the brand pitch.Continue reading...