My last job was at a university, and my current job is at a non-profit. I share your disdain for the focus group approach.
So far, though, I've liked this ownership group's relatively brash approach, and so I think starting with a focus group will help them find an aesthetic that makes waves, rather than just something that doesn't offend anybody. That gives me a bit of hope.
And Leblanc is a marketing guy. That makes me apprehensive about a lot of things, but jerseys aren't one of them. I expect it will be an expansion of the "hungrier than ever" slogan that has dominated their branding this year. The whole campaign definitely feels a little canned (although maybe just because I [begrudgingly] work in marketing now), but it's got an edge to it that, while completely contrived, makes me think the new logo and uniform won't be so pedestrian.
Mostly I just don't see how it could be worse.
I'm definitely not expecting something as transgressive as the first sweaters, but even if they take the same as-bland-as-possible approach as the last attempt, I feel confident they'll do a better job.
