from Kevin Allen of USA TODAY,

The Arizona Coyotes decided this offseason that no one was going to show confidence in them if they didn’t show confidence and pride in who they are and what they are all about.

“Enough is enough, all done apologizing,” Coyotes Chief Marketing Officer John Pierce tells USA TODAY Sports. “We are an NHL franchise, and we have been here for almost 20 years now. … it’s not like we just moved here.”

The Coyotes have embarked on an aggressive rebranding effort that celebrates the uniqueness of their team and pays homage to the dedicated fan base they have accumulated. They have created a video entitled "A Pack Apart" that trumpets the fact the Coyotes are “outsiders” and a “new breed.”

“If you are looking for your dad’s Original Six, look somewhere else,” the voice-over says. “That’s not who we are. We never will be.”

The voice points out that what makes the Coyotes different also “unites” them.

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