The Minnesota Wild Community
All in all, the Minnesota Wild is a successful brand because it establishes a sense of community that is present in all aspects of the brand. The Wild is not simply a hockey team; it is a large community of passionate players and fans that are united by their common love of hockey. The "State of Hockey" logo was developed in 2000 at the beginning of the Wild's franchise (Andreson, 2011). This advertising strategy caught on quickly and became one of the defining aspects of the state of Minnesota. Minnesota truly is the State of Hockey. With a massive amount of amateur, high school, and college hockey players, the State of Hockey does more than represent the Minnesota Wild and its fanbase. It has become a rally cry for all players and fans in the state that is represented heavily at the Wild home games. With the "State of Hockey Anthem" sung before the National Anthem and set to a video montage of all types of players in the state, the Wild have created a memorable tradition that appeals to pathos by invoking feelings of pride, nostalgia, and excitement. |
Figure 12. The State of Hockey Anthem |
Regardless of whether or not the Minnesota Wild ever wins a Stanley Cup, the brand has ensured that they will have a loyal fanbase supporting them every step of the way.