Calgary Flames, 80, 133, 145, 164– 65
Daigle, Alexandre, 126
California Angels, 9
Daily News. See New York Daily News
Campbell, Colin, 116, 134
Dalgarno, Brad, 21, 87, 90
Carolina Panthers, 9, 203
Daly, Bill, 175
Charlotte Hornets, 202
Dan’s Papers, 138– 39
Charron, Guy, 95– 96, 99, 118, 164;
Darby, Craig, 47
and Milbury, 80– 81, 92, 100, 144–
Davidson, John, 93
45; on Pálffy, 93, 159
Denver Grizzlies, 72
Chelios, Chris, 127
Denver Nuggets, 9
Cherry, Don, 74, 164
Denver Post, 122
Chicago Blackhawks, 89– 90, 145, 188
Di Fiore, Rob, fig. 4, 23, 28; fan
Chynoweth, Dean, 30, 87, 111; on
violence against, 34– 35, 120– 21;
fisherman logo and jersey, 118,
financial stinginess toward, 110,
119; and Milbury, 87, 132, 133, 181
162; fired as mascot, 161– 62; mas-
Chyzowski, Dave, 79, 142
cot costume of, 28– 29, 107, 182;
264
INDEX
personal problems of, 19, 120;
80, 216; as collector’s item, 194,
selection of as mascot, 18– 19. See
215– 16; color scheme of, 3, 47– 48,
also Nyisles
64, 188, 191, 213, 214; curse of,
Dineen, Gord, 74
154, 192; Daily News coverage of,
Doan, Shane, 81
47– 51, 53, 70, 214, 218; designing
Doubleday, Nelson, 175
of, 9– 10, 42, 45– 46, 63, 136, 194,
“Downeaster Alexa,” 15, 17, 42, 58,
198– 205; failure to conduct test
59, 208
marketing for, 48, 185, 217– 18;
Duane, Tom, 9
fan dislike of, xviii, 29, 35, 65– 66,
Duchesne, Steve, fig. 7
103– 4, 107– 8, 118, 128– 29, 130– 31,
duck mascot, 12– 13, 86
135, 136, 209; fashion magazines
Dumont, Jean- Pierre, fig. 11, 143
on, 126; final appearance of, 166;
Gluckstern group disavowal of,
East Hampton Baymen’s Associa-
177, 180– 81; Gorton’s fisherman
tion, 59, 60– 61, 139
resemblance to, 48– 49, 61, 104,
Ehman, Gerry “Tex,” 79
122, 130, 189, 192, 200, 204, 206,
Elder, Lance, 117
214; Islanders’ admission of
ESPN, xx, 69, 129, 160, 174
mistake about, 135– 36; Islanders’
Fedorov, Sergei, 168
initial reaction to, 43; Islanders’
Feeney, Art, 31– 32, 84– 85, 87, 129,
marketing of, 66– 68, 85– 86,
130, 135
103, 139; and jersey exchange
Ferguson, Colin, 47
program, 180– 81, 217; lessons of,
Ferraro, Ray, 22, 24, 37, 111, 123, 131;
185– 88; management defense of,
on Islanders’ performance, 27, 35;
56– 59, 104, 119– 20, 130; media
departure from Islanders by, 78,
criticism of, 47– 51, 69– 71, 129;
86, 89, 92
Newsday on, 63, 70– 71, 103– 4,
Fichaud, Éric, fig. 8, 78, 87, 89– 90,
116, 138; and NHL, 45– 46, 135,
147, 191; and fisherman logo, 70;
136, 137; as one of worst rebrands
foreword by, xi– xiv; in games,
ever, xvii– xviii, xx, 115, 188, 189,
134, 137; and Milbury, xii, 90,
207, 214; phasing out of, 137– 38,
91– 92; and Spano, 168; touting of,
150– 51; photos of, fig. 19, fig. 20;
37– 38, 58, 71, 141, 161; traded to
players’ view of, 57, 88, 117– 19,
Islanders, 36
192– 93; as product of sports-
Fischler, Stan, xiii, 5, 39– 40, 171– 72
branding industry, xix; protest
fisherman logo and jersey: and bay-
against, 131, 135, 136; as scape-
men, 59– 62, 66, 138– 39, 203, 208;
goat, 119; Spano debacle associa-
ceremonial destruction of, 179–
tion with, 173; and throwing fish
265
INDEX
fisherman logo and jersey ( cont. )
163– 64; and Milbury, 86, 143,
on ice, 117, 200– 201, 210; unveil-
148, 182; on Pálffy, 158; traded
ing of, 46, 56, 63– 65, 107, 108;
from Islanders, 190
and “We want fish sticks” chant,
Greenberg, Jay, 39
116– 17, 121, 128, 189, 192, 204,
Greenwood, Paul, 6, 190
206, 209– 10
Gretzky, Wayne, xii, 63, 72, 131; and
Fitzpatrick, Mark, 22
LA Kings rebrand, 1, 2, 186
Flatley, Pat, fig. 18, 20, 75, 108, 125,
Guerin, Bill, 79
191; and Islanders’ lineup, 37, 77,
Gulotta, Thomas, 156– 57
98; and Milbury, 91, 143– 44
Gutkowski, Bob, 175
Fletcher, Anthony, 51
Fleury, Theo, 105
Halak, Jaroslav, 191– 92
Florida Panthers, 22– 23, 46, 86, 110,
Halkidis, Bob, 193
149– 50; logo and uniform rede-
Harrelson, Bud, 13
sign for, 9– 10, 197
Hartford Whalers, 126, 151– 52,
focus groups, 49, 131, 185, 217– 18
164, 165
Francis, Ron, 154
Hartsburg, Craig, 71
Froese, Bob, 80, 84, 118; and Fichaud, Hašek, Dominik, xii, 125
xi, 92; and Milbury, 81, 144
haul- seining, 59– 60
Hay, Don, 71
Gang of Four, 6, 149, 190, 212
Healy, Glenn, 115, 145
Gazes, Illana, 28
Henning, Lorne, 30, 35; dismissal as
Gilbert, Gilles, 144
coach, 52, 55, 71; hiring as coach,
Gillies, Clark, 4, 35, 137, 150, 161, 175
21; treatment of players by, 27, 32,
Gilmour, Doug, fig. 17
Gladden, Jay, xix
36, 42, 55, 87
Gluckstern, Steven, 175– 77, 180,
Herrmann, Mark, 55– 56
182– 83
Herter, Jason, 126, 193
Goring, Butch, 72, 161
Hextall, Ron, 7, 25– 26
Gorton’s fisherman, 61, 104, 122, 189,
Hlaváč, Jan, 81– 82
192, 200, 204, 206; Daily News ini-
Hockey News, 29
tial comparison to, 48– 49, 214; and Hockey Night in Canada, 164
trademark violation rumor, 130
Hogue, Benoit, 26, 36, 77, 102
Granato, Tony, 72
Holik, Bobby, 79
The Great Gatsby, 12
Holland, Jason, 118
Green, Travis, 27, 97, 98, 141, 149;
Hornick, Eric, 192
and fisherman logo, 67, 85, 117,
Howatt, Garry, 66
194; in games, 100, 101, 109, 156,
Hughes, Brent, 145– 46
266
INDEX
Iginla, Jarome, 81
and Islanders’ roster, 87, 88, 122;
Islander Fans Awareness Network
and Milbury, 102, 152– 53, 163;
( IFAN), 130
traded from Islanders, 164
Islander Insider, 26– 27, 39, 79,
Kraus, Paul, 143
83, 89
, 130; creation of, 31– 32,
Krupp, Uwe, 7, 22
229n42; on fisherman logo, 52,
Kruse, Paul, 162, 163, 193
56– 57, 129, 131; on Maloney,
Kumar, Sanjay, 190
38, 115, 124; on Milbury, 75, 87;
Lachance, Scott, xiii, 77, 87, 88,
renamed 7th Man, 146; “Voices
89– 90, 141, 147; in games, 30, 98,
from the Stands” column in, 33.
101, 112, 152; and Milbury, 132, 152,
See also 7th Man
163; traded from Islanders, 190
Isle Make a Difference campaign, 147
LaFontaine, Pat, xii, 22
Jacksonville Jaguars, 202, 203
Landers, Barry, 13
jerseys. See brands; fisherman logo
Lapointe, Claude, 146, 156
and jersey; rebrand, Islanders
Late Show with David Letterman, xiii
Johnny the Beast, 18
Layton, Eddie, 110
Jones Beach, 11; water tower at, 108
Lee, Spike, 15
Jonsson, Kenny, 133, 134, 141
Leetch, Brian, 127
Jonsson, Tomas, 119
Lemieux, Mario, 4, 126, 154
Juneau, Joe, 126
Leo, Arnold, 60– 61, 66, 139
Leveraging Brands in Sport Business
Kallur, Anders, 119
(Gladden), xix
Kaminsky, Yan, 91
Levy, Steve, 69
Kasparaitis, Darius, fig. 6, xiii, 7, 30,
licensing, 2, 8, 103
89, 97, 152, 159; contract nego-
lighthouse design, 46, 198, 199, 207,
tiations with, 78, 103, 105, 109;
212– 13
and fisherman logo and jersey,
Linden, Trevor, 179
67, 85, 193; and Henning, 27, 87;
Lindros, Brett, fig. 1, 77, 87, 95, 105;
and Islanders’ roster, 87, 141; on
ads featuring, 63, 159; as face of
Muller, 122; on original logo, 119;
Islanders’ rebrand, 21, 22, 25, 30–
and rivalry with Rangers, 111, 191;
31, 68– 69, 71, 85; in games, 13– 14,
traded from Islanders, 154– 55
24– 25, 102, 109; hype about, 32,
King, Chris, 64, 117
38, 52, 58, 98, 123; injuries to, 27,
King, Dan, 61, 66
30– 31, 127; Islanders’ signing of,
King, Dave, 71
22, 26; retirement of, 142
King, Derek, 41, 63, 75, 77, 109, 110,
Lindros, Eric, 21, 22, 24– 25, 26– 27
148; in games, 7, 26, 27, 150, 156;
Loewen, Brad, 61, 62
267
INDEX
logo design: and baymen, 59– 62,
Madison Square Garden, 5, 39, 73,
66, 138– 39, 203, 208; Blanco’s
84, 115, 156, 194; logo for, 198,
original sketch for, 42– 43, 203– 4;
211; “We want fish sticks!” chant
bucking wave theme in, 198,
at, 116– 17, 118, 121, 128, 192, 204,
199, 203; and children, 17; color
209– 10
scheme for, 3, 47– 48, 49, 64, 202–
Major League Baseball, 19, 175
3, 213, 214; and dinosaurs, 12, 213;
Major League Soccer, 212
fan opposition to, 65– 66, 103– 4,
Malakhov, Vladimir, 30, 36, 37, 38, 77
130– 31, 135, 136, 209; fisherman
Maloney, Don, fig. 2, 30, 32, 33, 39,
character in, 42, 198, 199– 200;
78, 80; and Brett Lindros, 25,
and Gorton’s fisherman, 48– 49,
26, 38, 123; firing of, 89, 123; as
61, 104, 122, 130, 189, 192, 200,
former player, 84; and hiring
204, 206, 214; lighthouse theme
of Milbury, 72; and Islanders’
in, 45– 46, 198, 199, 207, 212– 13;
rebrand, 11, 65; media and fan
management defense of, 56– 59,
criticism of, 36, 96, 113, 122– 23;
104, 119– 20, 130; management
and Muller, 40, 41, 68, 103, 121,
meetings on, 43– 45; and mascot,
122; and player draft, 79– 80, 81–
17, 200– 202; media criticism of,
82; and replacement of Henning,
47– 51, 69– 71; original Islanders’,
53, 71– 72; as scapegoat, 114– 15;
xviii, 3– 4, 45, 129, 207– 8; press
trades arranged by, 22, 25– 26, 36,
conference to unveil, 64– 65; SME
89– 90, 94– 95, 102
work on, 9– 10, 42, 45– 46, 63, 136,
Marchiano, Sal, 69– 70
194, 198– 205. See also fisherman
Marinucci, Chris, 32
logo and jersey
Maryland Terrapins, 197– 98
logos, 56, 185, 188, 194– 95; and
mascot, Islanders’: designing, 17,
brands, 16– 17
200– 202; interviewing candi-
Loney, Troy, 77
dates for, 18; naming of, 27– 28,
Long Island, 11– 12, 32, 42, 108, 220
29, 202; Sparky the Dragon, 182.
Long Island Ducks, 12– 13
See also Di Fiore, Rob; Nyisles
Long Island Jawz, 202
mascots, sports, 18, 23, 29, 34; duck,
Los Angeles Kings, 72, 121, 148;
12– 13, 86; and logos, 16– 17
merchandise sales by, 2, 48;
Matteau, Stéphane, 83
rebrand of, 1, 2, 8, 186; uniforms
Matthiessen, Peter, 14
and jerseys of, 8, 10, 186, 188– 89
McCabe, Bryan, xii, 98, 100, 109,
Luongo, Chris, 82, 117, 182
141, 191; on Milbury, 152; tout-
Macoun, Jamie, fig. 13
ing of, 32, 98, 107; traded from
Mademoiselle, 126
Islanders, xiii, 178, 190
268
INDEX
McCarthy, Arthur, 11, 130
134– 35, 148, 160– 61; and draft of
McDarby, Pat, xx– xxi, 17, 28, 42, 136,
1996, 142– 43; erratic behavior
180, 212, 216; text of interview
by, 124, 143; and Fichaud, xii, 90,
with, 197– 221
91– 92; first game as Islanders
McDonald, Jiggs, 29, 55, 82, 107
coach, 99– 101; and Flatley, 91,
McDonald, Lanny, 29
143– 44; and Froese, 81, 144; GM
McInnis, Marty, 32, 77, 88, 98, 150,
position obtained by, 123– 25; and
156; and fisherman logo ad, 85;
Green, 86, 143, 148, 182; hiring
and Milbury, 91; traded from
of as Islanders’ coach, 72– 74; on
Islanders, 164
Islanders’ Stanley Cup players,
McKenzie, Bob, 51
74– 75; and King, 102, 152– 53,
McKenzie, Jim, 89
163; and Lachance, 132, 152, 163;
McLennan, Jamie, 32, 77, 191; in
media adoration and support for,
games, 24, 27, 32– 33, 115– 16; goal-
72– 73, 74, 75, 90, 110– 11; media
tending struggles by, 27, 37, 78
criticisms of, 111– 12, 113– 14, 122;
McNall, Bruce, 1
motivational techniques of, 86,
McVeigh, Timothy, 47
87, 187; and Muller, 73, 98, 105,
Melrose, Barry, 72
121; on Nassau Coliseum, 148;
Men’s Lives (Matthiessen), 14, 60
and Pálffy, 92– 93, 143, 148; penny-
Merrick, Wayne, 161
pinchin
g by, 193; as player, 73; and
Messier, Joby, 89
Rangers rivalry, 112, 116, 128; as
Messier, Mark, 112, 134
rebrand standard- bearer, 85, 90,
Micheletti, Joe, 183
96, 187; and referees, 112, 131– 32;
Mighty Ducks of Anaheim, 86,
and Somers, 147; and Spano, 168,
178– 79, 188, 189, 213; rebrand
173; subsequent history of, 190;
of, 2– 3, 8
as television analyst, 72, 128, 131–
Milbury, Mike, fig. 2; and Berard,
32, 190; tough image projected
154– 60, 161; and Bertuzzi, 90,
by, 85, 86, 113; trades arranged
134– 35, 153, 161; as Boston coach
by, 141, 145– 46, 154– 55, 164– 65;
and GM, 72– 73, 74, 80, 81, 97,
treatment of players by, 91, 102,
123, 144, 155, 163; and Bowness,
109, 114, 132– 33, 152– 53, 162– 63,
124– 25, 145, 163, 181; and Char-
181– 82; unorthodox ways of, 73,
ron, 80– 81, 92, 100, 144– 45; and
91, 114; and Vukota, 75, 91, 92– 94,
Chynoweth, 87, 132, 133, 181; and
102, 121– 22, 132, 143– 44, 152, 155
Clark, 115, 132– 33; coaching staff
Milstein, Howard, 175– 76, 177, 179,
of, 80– 81, 144– 45; criticisms of
182– 83
players by, 78, 90– 91, 113, 121,
Mirlis, Eric, 6, 49, 69, 82, 96
269
INDEX
Modano, Mike, 126
101, 112, 208; revenue stream of,
Montreal Canadiens, 87, 112– 13;
1– 2; and Spano, 150, 169, 172, 175;
jersey of, 133, 188, 191; trade with,
third- jersey program of, 150, 187,
36, 37– 39, 40, 121
189, 215; work stoppage of 1994
Morrow, Ken, 35, 45
in, 19– 20, 65– 66
MSG Network, 131, 211
Native American logos and moni-
Muller, Kirk, fig. 3, 42, 46, 63, 101,
kers, 188
153; contract negotiations with,
Neely, Cam, 72, 98, 101, 105, 126
78, 103, 105; as despised figure,
Neilson, Roger, 71
126– 27, 190– 91; disaffection with
Never Say Die: The Story of the New
Islanders by, 50, 55, 103, 105, 109,
York Islanders, 151, 161
113, 121– 22; as face of Islanders’
New Jersey Devils, 37, 46, 89, 94,
rebrand, 71; and fisherman jersey,
131, 163– 64; Islanders’ rivalry
67– 68; ineffective play by, 55, 116,
with, xix, 9; mascot of, 29; Stanley
121; and Islanders’ lineup, 87, 88,
Cup championship of, 63, 71, 88
98; and Maloney, 40, 41, 68, 103,
Newsday, 10, 20, 22, 35, 47, 62, 89,
121, 122; and Milbury, 73, 105, 121;
95, 103; ads for Islanders in, 63,
named alternate captain, 98, 105;
85, 159, 166, 178; on fisherman
as no- show in Islanders’ debut,
logo, 63, 70– 71, 103– 4, 116, 138;
We Want Fish Sticks Page 34