In my humble opinion, part of the business-related challenges that the Nashville Predators have faced this year have resulted from a decidedly lame marketing effort. Billboards around the city show drivers-license style photos of the players which such thrilling phrases as "I live for the save," or "I live for speed." *yawn*

It's playoff time, and the Preds need a simpler, more straightforward message not just to energize the sports fans of Nashville, but as a response to their many critics around the hockey world:

• For the columnists who would rather see them run out of the league
• For the team officials who go into tirades over perceived slights
• For all the Canadian media who deride Jordin Tootoo, but celebrated Tie Domi when he played for the Maple Leafs
• For San Jose coach Ron Wilson, who moaned that "I don't know when he'll [Jonathan Cheechoo] play, hopefully he'll be able to come back this playoff," but started Cheechoo in Game Two, and then sent in the goons for a typical send-a-message dustup after an empty netter clinched the game last night.
  

Feel free to run with this, Predators PR staff - I can just bill you later for my services...