Big downgrade. I could understand not wanting (or being able to retain) the Mallards name and logo, but that being said if you go in a new direction you should at least try to match what's getting replaced.
in fact they are, the only difference is how damaged is the Mallards brand..... not discounting Calgary's intrusion, which wasn't the organization's fault for suspending the franchise when the Flames were there... that is the problem, is it the franchise aka the tenant, that has no control over the brand, or is it the arrogant stand taken by the arena operator aka Taxslayer Center that has that control.... that is the core issue, not who "owns" the brand and who ultimately says Mallards is owned by the ECHL, because in all honesty the former owner made that choice when he returned the franchise to the ECHL, and the League "terminated" the franchise, so to be as accurate as possible, do we know that Mallards branding is owned by the ECHL... even if there's no longer a franchise connected, I don't see this group leaving the SPHL at this point in time if that's the league they want to go to.... nor do I see them establishing this franchise to return there at a future time if that's how they're marketing a 'new era', it sounds like Mallards is gone permanently, no matter what attachment or branding they've done there or the fanbase knows that brand....
if they can brand "Storm" to the level "Mallards" was, without the negative connotations attached to it, the market is fine.... if Portland, Worcester and Newfoundland can embrace the ECHL, I have to think QC can embrace the SPHL, JUST AS THE Colorado Eagles have to prove they made the right choice to be in the AHL.