Kukla's Korner Hockey
by Paul on 12/18/12 at 07:11 AM ET
from Roy MacGregor of the Globe and Mail,
Level5 is a 10-year-old company based in Toronto that has done “brand” analysis for such major enterprises as the NFL, NBA, 3M Co., Rogers Communications Inc., Canadian Tire Corp. Ltd., Second Cup Ltd., BCE Inc., Petro-Canada and many others.
Its expertise lies in in-depth interviews that determine the “emotional attachment” people have to various products.
In the case of the NHL and its players, the abiding feelings of the moment are betrayal at one end of the scale and utter lack of interest at the other. If you’re looking for warm and fuzzy, get out a microscope – or, better yet, switch to curling.
According to Level5 chief executive officer David Kincaid, the survey was conducted not for the benefit of the league but as a tool that might be sold to the multiple corporate sponsors of professional hockey, in order to show what they need to tap into with hockey fans if they hope to regain their former good standing.
It will not be easy.
“We found damage at levels we have not seen,” Kincaid says. “It’s quite alarming, really.
“If anyone thinks that the lockout can end and everyone will come back to Happy Valley, it ain’t going to happen.”
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Paul Kukla founded Kukla’s Korner in 2005 and the site has since become the must-read site on the ‘net for all the latest happenings around the NHL.
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