Summary
Penguins president David Morehouse had a feeling in the summer of 2007 that extraordinary times were ahead. The owners wanted to transform the hockey franchise's newfound buzz into an identity that could take root regionally -- much like the iconic Steelers, who have become synonymous with Western Pennsylvania.
"I really thought we'd wrap ourselves in this combination of working-class, blue-collar toughness qualities about Pittsburgh that fans around the world associate with the Steelers," said Morehouse, 48, a Beechview native who became team president in 2007. "But people don't think of us as that ordinary idea of Pittsburgh."See the full content of this document
Extract
Penguins Out to Defy the Ordinary
Actually, nothing was ordinary about a process that had Pittsburgh fans comparing the Penguins, Steelers and the Pirates in terms of ... cars.
"That was my favorite question: What kind of car is (the team)?" Morehouse said about hundreds of questions posed by Stellus Consulting, the Minnesota company hired to help the Penguins brand its National Hockey League franchi...See the full content of this document
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