I'm not sure I buy into the theory that it's a negative brand.
More Quotes from Dean Bonham:
I think the real test will come midseason when the league takes a break for the Olympics. That will be an important benchmark to see where the league is and to see whether it's taken the right steps in marketing, whether it's taken the right steps on the ice, and whether it was right to sit out an entire season to get a new economic model.Dean Bonham
Here is a substantial and growing difference between the high and low revenue teams and it's a significant issue. It has to be resolved or they're headed for the kind of disparity we've seen in Major League Baseball.
Dean Bonham
Nike is perhaps the most ubiquitous and sophisticated marketer in the sports world today. The company has not only been able to attach themselves with athletes who have become celebrities, they've actually been able to create celebrities.
Dean Bonham
Our research told us that NHL fans were more informed than most sports fans, that they were very passionate and very loyal. It showed us that almost unequivocally, fans were supportive of the league in its efforts to put an economic model in place for long-term stability, and that about 95 of fans said they would come back and support the league when it returned.
Dean Bonham
The universe of people you can reach is much larger when your target is retail consumers.
Dean Bonham
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