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Get The Inside Story Of The Islanders’ Failed Rebranding

The mid-1990’s rebranding of the New York Islanders – which elicited cruel derision from enthusiasts and media more than a new brand that was likened to the Gorton’s sea food items fisherman – is the subject of a lecture on Feb. 12 at Farmingdale Point out Higher education by Nick Hirshon, creator of “We Want Fish Sticks: The Bizarre and Infamous Rebranding of the New York Islanders.”

The function will choose place from 11 a.m. to midday in the Little Theatre at Roosevelt Hall. It is cost-free and open to the community.

In addition, Hirshon will interview Patrick Calabria, former Islanders VP for communications, about the within story on how the brand program unraveled. Calabria, who was directly included in the brand rebranding, is now Farmingdale College’s Vice President for Institutional Progression and Enrollment Management.

Hirshon, an avid Islanders admirer and former reporter for the New York Everyday News, first wrote about the advertising and marketing debacle in his doctoral thesis, with the idea that he would convert it into a e-book. “We Want Fish Sticks” goes deep within each the process that hatched the marketing campaign, and its painful execution.

“As a former journalist, I consulted each individual source achievable to tell the entire story of the fisherman brand,” explained Hirshon. “I interviewed 53 hockey insiders associated with the rebranding, from the logo’s designer, to two dozen gamers, to broadcasters. I even spoke with two guys who played the mascot, Nyisles, and the lawyer who submitted the trademark variety for the fisherman brand. I also went via hundreds of newspaper articles, sport plans, and television clips.”

The team’s rebranding was a reaction to a sequence of weak seasons, and an work to give the crew a jumpstart into the 1995 season. The Islanders dropped their unique brand, which highlighted the letters NY and a map of Long Island, for a cartoon fisherman sporting a rain slicker and keeping a hockey adhere. The new brand conjured photographs of the Gorton’s fisherman, and quickly opposing enthusiasts were chanting “We want fish sticks.”

The rebranding highlighted the brand, a new mascot and new uniforms. At the same time, the crew imported new gamers and a new mentor, and were bought by a new owner. The marketing campaign lasted only 28 months.

Photograph courtesy Farmingdale Point out Higher education

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