Or market in such a way that isn't actually reflective of the product you're marketing.

What they're trying to get people interested in isn't hockey. I'm not sure what it is.

Mike Kizsla applauds?

Interesting point by James. It's obvious that the NHL is standing at the crossroads, and instead of plodding along and continuing on the straight path they've been travelling over the years, they've decided to take a drastic turn and put the pedal to the metal in the process.

It seems like everyone and his ma believes the league should market itself better, but I'm waiting for someone to stand up and offer a remotely logical suggestion. For example, if anyone here has an idea of ways to market Ilya Kovalchuk in the United States, I'd love to sit down over drinks and listen.

I agree with Tom Benjamin in the sense that I don't know what to expect from the NHL this season. How, exactly, do you market a product that may or may not be worthy of consumption? Most marketers know exactly what they're working with. They know what the strengths and weaknesses of their products are. What are the strengths of the NHL right now? Goals? Possibly, but probably not. Fights? Not anymore. Excitement? Haven't seen much of that lately.

I'm not saying the league is in a fetal position when it comes to self-promotion, but I do think that, like every other aspect of the game, they're taking a shot in the dark.

Thanks for signing in, .