Most NHL teams start each new season with a new slogan. These slogans are meant to represent the team, but they are also designed to represent the team’s fanbase and make to people excited enough that they tune into the games or head down to the arena to watch in person.
Today we’re going to start taking a look at these slogans and seeing how well they accomplish their goals. Do the slogans represent the team and the region or were they simply dreamed up by a room filled with marketing executives holding dictionaries of buzzwords?
Up first: The Central Division
The Central Division is home to two of the NHL’s last three Stanley Cup Champions as well of two of the league’s newest teams, so it’s an interesting mix of teams that have had considerable success on the ice, teams in non-traditional markets that may need some additional marketing and the St. Louis Blues.
The Wings have used a variation of the “Hockeytown” slogan for a while now, though this is apparently the first season where the team is operating without limits. We kind of wonder what limits were placed on the team previously and what has happened to removed them. Regardless, it’s a decent slogan that the city has come to love and embrace.
From looking at their website, it doesn’t look like the Blackhawks have a slogan this year. They look like they’re going with “2010 Stanley Cup Champions” to market their team, which is possibly the best slogan possible for any team. If only the Penguins had realized this last year and avoided the whole “Defy Ordinary” fiasco…
St. Louis Blues
This slogan works especially well for February games against the Panthers. ”No, honestly, this game counts too! It counts just as much as those games against the Red Wings! Honest!” We suppose that the meaning of the slogan is that the Blues will work just as hard in a game against the Panthers as they will any other night. Not bad.
Like the Hawks, it doesn’t look like the Jackets brought in a marketing team this year. They’re apparently going with a tenth anniversary theme. For the record, no, you’re not alone if you saw that and thought “The Blue Jackets have been in the NHL for ten years!? I’m old!”
Possibly the best slogan in the league. It is cheesy? Yes. Is it awesome? Definitely. It conveys the aggressive nature of hockey quite well, which very few slogans do. It also doesn’t have a “buzzword marketing campaign” feel that talks about destiny or passion or experience. It’s blunt, in your face and easy to remember. As the kids on the Internet say: Win.