One Goal: Chicago's Resurgent Blackhawks Review

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One Goal: Chicago's Resurgent Blackhawks Review"One Goal: Chicago's Resurgent Blackhawks" proclaims itself as an "Official Commemorative Edition". To be frank, it is actually the evidence of current Hawks President John McDonough's marketing moxie. This slick, trade-paperback format album, published in 2008, does not credit an author, but is graced by forewords from Bobby Hull and long-time Hawks television announcer Pat Foley.
In this respect, it is really an advertorial publication, designed to advance the "One Goal" agenda that McDonough champions for the organization. That agenda means monetizing the mystique, and framing Hawks stars, past, present and future in what marketing mavens like to call `cross-platform synergy'. Building the Blackhawk brand is McDonough's goal, and to his credit, "One Goal" does it capably.
Timed to help sell The 2009 Winter Classic game at Wrigley Field, the book is essentially the ultimate game program, prefacing the profiles of the 2008-09 team with snapshots of Hawks icons. Harvey Wittenberg was recruited to give the book historical credibility, and Hawks fans will not be disappointed with his contributions.
The `Fan Q&A' segments with Bobby Hull, Stan Mikita and Tony Esposito, which are transcripts of the `Hawk Cast' Internet chats with fans, are notable. The big glossy photos of the current Hawk squad are complimented by those of the legends who since been honored at Hawks Heritage Nights, including Hull, Mikita, Esposito, Pierre Pilote, Glenn Hall, Steve Larmer, Tony Amonte and Bob Probert.
Giving McDonough his due for his role in the revival of a moribund franchise and the Hawks becoming an enormously profitable sports enterprise, "One Goal" is, in effect, a textbook for hockey marketing success.
And these days, when an Original Six club like the Chicago Blackhawks is as successful a team as it is an enterprise, can Hawkey fans complain?
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