Tampa Bay Lightning's good works overshadowed by uniform squawk

You are Jeff Vinik, owner of the Tampa Bay Lightning hockey team. The franchise you bought was a mess, on the ice and off. You hire a former hockey legend, Steve Yzerman, a front office up-and-comer, to lead the team operations. This year, the team is flying high in first place. This week, you put together a tremendous PR and marketing initiative that ties tightly to your "All-In" brand positioning: commitment to upgrade the team area, to donate $10 million to the community and ... a new look to the brand. Not a radical departure, but a different shade of blue and a cleaner, more classic-looking logo. The NHL had never let a team announce new branding mid-year. Until now. A first.

In short, you are kicking ass, breathing new life into the organization, winning games and strengthening ties to the community. You just hit a home run with a cohesive message about renewal -- within the team and in the community.

And some fans just want to bitch about the new uniforms. We can hear the laughter coming down from Montreal and Detroit when Lightning fans scream about "tradition" and uniform changes. But [these are die-hard fans and your best customers:](http://www.facebook.com/#%21/Lightning. NHL)

Alan Reed - Alright, this is a reminder to all fans. If you don't like our new colours, everyone show up at the Palace tonight wearing black. This here is the Ice Palace Blackout! Say yes to 20 years of history and tradition started by Phil Esposito and wear your colours proudly! The word of the night is BLACKOUT! And with every PPG we score, shout "SHAZAM!"

Some people will always hate change. Those people all have a voice, the ability to stage protests, the volume online to rain on your parade. I hope the Lightning stays the course. Fortunately, the uniforms can't be used until next season, so the team has time to unfold the marketing around the new logo slowly. Fans will get used to the new look.

Unfortunately, the noise over the uniforms and logo overshadows the good PR the team should get for its owner's commitment to helping Tampa Bay.