The four Pillars
Fans come first
Ducks fans are the reason we do what we do. They're not just our audience; they're the heart and soul of our brand. Our voice is their voice, because we write as fans ourselves. That means:
We choose words and language they can relate to
We write like people talk: conversationally and using contractions
Our copy should be positive and come from a place of enthusiasm, inspiration and celebration
Banter should be playful and serious subjects should be followed with optimism
Context is everything
How we speak about the Hockey Fights Cancer initiative will be different than how we get fans hyped for a game against the Kings. Consideration of context is paramount.
Evaluate each situation before you write. Are there any internal or external factors that should impact your tone and approach? Use your judgement on an individual basis for each project.
Wins determine words
How well we're performing on the ice has a significant effect on the words we choose. For example, the word “untouchable” is a powerful choice during a winning streak, but not after a recent loss.
Also consider hat a loss in well-fought overtime or shootout is different than a blowout; your choice of words should reflect this as well.
A time and place for puns
“Quack,” “flock” and “duck” are easy targets for puns, but they can easily become overused and juvenile. Be mindful of when and how often you use them—if at all.
Puns should err on the side of witty fun rather than straight-up corny, and should elicit a chuckle rather than an eye roll.
Limiting yourself to one pun per communication is a good rule of thumb. Never use puns in instances of more serious subject matters.