Utah Mammoth’s Name
TSN: Utah Mammoth owner Ryan Smith participated in the Pat McAfee show to discuss the process of naming the team.
** nhlrumors.com Transcription
Pat McAfee: In the modern world, the investigation process of how the name of you is a sports team becomes the investigation process of the modern world. People can hate the version. To be sure, people can
Hate. ”
Smith: “Well, I want to look back and you’re right. Like that, it’s high risk, high reward, even high risk, low reward because you’ll go through it the way you’re going to go through it. Qualtrics is pretty money throughout the process because we did the digital polls. We’ll do it randomly.
Then when we go back to the NHL, the real real moments are coming, and we’re like, ‘Hey, we have to put some logo and brand identity into it’. So we did create four different, completely built brands, you know. That’s illegal, that’s other people, and the mammoth. And, then we start walking around, the NHL doesn’t have that. We’re going out and showing people that.
Then whatever you come up with, people start registering for the hashtag, website. Like everyone, start to register trademarks on all of these things, like complexity.
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So it’s really cool. In fact, we embed all our research into the iPad. We want, we have a (Utah) jazz, hockey game home, which is Utah’s first back-to-back 11 games. So we switched out every night. We ended up walking around and we would attract 1,000 people in, and really only a few people with Google glasses leaked it. I mean, you have to plan everything.
But every night the Mammoth begins to take off, with an increase of about 10% each night. In people’s place, it’s almost like they have to narrow down, they have to really have a self-view about it, and they actually have to choose that it’s real. Then everything fell into the brand’s place.
Like, think of a hockey club. We gave up on the hockey club. We actually built the brand, but it was pretty and fans ran it. They are clubs. They are doing all this right now and we give them a strong identity. ”
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