Kukla's Korner Hockey
by Paul on 06/23/06 at 10:17 AM ET
"Creating a new identity for a team is a huge task," says Wagner, the Ducks' senior vice president and chief marketing officer who oversaw every step of the transformation. "This wasn't a change the team was doing to make money but rather to turn the page to start a new era." Almost everything but the players themselves on a team formerly known as The Mighty Ducks of Anaheim would need to be overhauled: the name, logo, color scheme, uniforms, fan merchandise, club letterhead, the Web site, even the home team icon beneath the ice rink. Wagner knew the Samuelis were sensitive about letting everyone involved with the team have a voice. He became the man handing out microphones to fans, players, the NHL, the team executives, the uniform makers, merchandisers and the merchants.read on
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