YEARS O F B U I L D I N G B R A N D S

As the �rst professional league in American sports history to cancel an entire season due to labour strife, the NHL faced a strenuous road in its return to ice. Before the lockout, declining game attendance, television ratings, sponsor support, revenue, and franchise values weakened one of America’s top four leagues in the face of serious competition from sports such as NASCAR, MLS and the Arena Football League. SME was contracted to help the NHL de�ne its brand and prepare for its return to the ice and beyond.

A comprehensive brand audit was conducted including executive interviews with NHL management and fan focus groups. SME developed a platform anchored by the core values of the league: passion, toughness, courage, sacri�ce, honour, team, respect, and commitment. The brand positioning culminates in a creative expression conveying the collective emotion of all fans and players as they travel on a season long pursuit for Lord Stanley’s Cup. Celebrate the Quest! is the embodiment of this spirit.

The results identi�ed and de�ned the NHL’s brand strengths and provided the league with the tools to guide the brand into a new era.

THE QUEST!Celebrate

As part of the NHL, SME developed the following branding tools:

BrandON™ Workshop and Report Consumer Research Executive Interviews Executive Workshop Positioning Values, Dimensions, Essence Brand Values Brand Communications Platform Brand Identity Consultation Flash-based sales tool

Contact: Fred Popp | SME Europe, No. 5, 32 Lovelace Gardens, Surbiton, Surrey, KT6 6SD UK | UK Tel: +44 (0)7588 663528