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ML40 33-38_Layout 1 9/26/13 11:34 PM Page 36 SPORTS SINK OR SWIM? What can we expect from the Miami Dolphins? Words by Jessah Diaz After a troublesome 2013 season that saw dismal home game attendance and the fourth straight consecutive year out of playoff contention, the franchise could use some new rays of light. The team did a good job, this off-season, procuring talent and giving the brand a facelift. They have a new logo and a power ranking in the top 20 teams of the NFL, at the start of the preseason – but is that enough to get them back in the game? Brands often go through facelifts when times get tough. American Airlines fluffed its feathers with a more modern typeface and more glittery planes. However, the facelift was just that, a facelift and nothing more. The promise of better customer service never seemed as shiny and happy as the outside of the new planes. Rebranding fail. The Miami Dolphins face the same dilemma. That beautiful new modern design of the dolphin and the sun seems poised and promising. But can they deliver, and will fans be there to see if they can? According to Statista.com, Sun Life Stadium saw its worst year of total home game attendance (459,033), which is a steady decline from attendance in 2006 (585,968). So, are a sleeker dolphin, tribal sun, and more white space the answer to the team's much needed prayers? According to a Bleacher Report article, "Miami Dolphins: Why Their New Logo Is Actually Pretty Awesome," by Thomas Galicia, written when the logo was first released, commenters seem to split the love and hate right down the 50-yard line. One commenter referred to it as a "horrible effeminate logo." Whoa there, hoss, some ladies love sports! While another commenter stated, "I will not buy anything with the new logo… it looks like an advert for Sea World." Okay, so perhaps the logo isn't going 36 MIAMI LIVING to be the reason the stadium returns to its full capacity, but the additions to the team may be. Tight end Dustin Keller and wide receiver Mike Wallace give quarterback Ryan Tannehill more options and more protection. In the second week of preseason, the Tannehill/Keller duo helped boost the Dolphins' power ranking to number 17 on NFL.com with a spectacular 22-yard touchdown pass that lit up Jacksonville. Even more impressive is the presence of Lamar Miller, a University of Miami alum, as the starting running back -- a stunning, if not obvious, move by the organization to fill in the gap of former running back Reggie Bush. Lamar, a talent with roots in Miami, could garner a larger crowd following. Perhaps this combination of additions and promotions is exactly what Miami fans needed to get back to Sun Life. However, at the end of pre-season, entering into Week One of the regular season, the Dolphins had slipped to 23 in the power rankings. Maybe we need to take another look at that pretty dolphin again! Rebranding and delivering an experience go hand-in-hand. The simple, sleek, modern logo is a welcome change for the Miami Dolphins, if not their fans. Now, they need to deliver an experience to their fans that is just as new and innovative --like a playoff team. Starting with something as simple as a redesigned logo is the facelift that some companies need. Delivering on that experience is the execution process that can sometimes go astray. The Miami Dolphins are on a path to get back in the game and, hopefully, there will be more fans in the seats to enjoy that shiny new dolphin and the new team poised to bring some sunshine to Sun Life. ML