The Arizona Coyotes are entering a new era for the franchise. Loaded with young talent including Dylan Strome, Max Domi, Christian Dvorak and Jakob Chychrun, a new promising general manager in John Chayka and renewed optimism going forward, Arizona is on the up-and-up.
With the new attitude, the Coyotes released a statement saying they’re done with slogans and taglines and are going to show fans on-ice what the team is all about. The problem with that? In releasing the “no slogans or taglines” statement, the organization ironically created a new slogan at the end of the post.
Let’s focus on that last part:
“No taglines.
No promises
No excuses
Coyotes 2.0″
“Coyotes 2.0” is marketing a specific slogan for the team. It’s a good one, as Arizona wants to prove they’re ready to take the next step in development to become much improved. But, it’s hypocritical to make such a long-winded statement and contradict it immediately in the same letter. The Coyotes are saying they’re a team with “no slogans or taglines” while marketing themselves as Coyotes 2.0. It’s sly, but ironic.
The rebrand is smart, but claiming to abandon slogans is bad marketing by the organization. The Coyotes 2.0 should be an exciting, young squad to watch. There’s enough talent that gimmicky taglines or slogans don’t need to exist. Instead, Arizona went overboard and doubled down on the idea, while presenting a new slogan. Huh?
