In June 2007, I took Ted Leonsis and the Washington Capitals leadership team to task for introducing a new jersey as a "brand awakening" for the Washington Capitals. I wrote that, "if you want to strengthen your ties with current fans and attract new ones, you only have to do one thing – PUT A BETTER PRODUCT ON THE ICE. " Well 3 1/2 years later, Leonsis and crew have clearly proven that they already knew what I was talking about. Leonsis took a last place hockey team, in a football-crazed town...
