The "Change is Coming" slogan was introduced back in June. It appeared on the official website just before the announcement that Desjardins had been hired (and before the Kesler/Garrison trades, the 2014 Draft, free agency, and various other personnel hires).
I'd pretty much take "Change is Coming" at face value. It's referring to the new management, new coaches, roster changes, and everything else we've seen over the past couple months, and will be continuing throughout the upcoming 2014-15 season.
It's a marketing strategy aimed at winning back fan support/interest and boosting the sagging ticket sales/renewals.
And it's a pretty obvious attempt at repairing the overall Canucks brand.
Already to-date, the slogan has proved pretty accurate. Whether or not one agrees with the team's choice of direction (or the specific moves made to date), there's no question that some very significant changes have taken place this offseason. The slogan promised "change" and that's exactly what's happening in Vancouver.
Of course, "change" was pretty much a given (and a necessity) after what happened last season.
It remains to be seen how successful these changes will be and whether or not the "new" team (management, coaches, and players) will yield significantly different results from the "old" one.
There have also been several changes off the ice and on the non-hockey side of operations. And once again, there's talk of logo and jersey changes in Vancouver.
Given the current slogan, and the overall image makeover they seem to be attempting, it's quite likely that there will be more changes (probably of a more superficial/cosmetic variety as the roster and personnel changes seem largely complete for the time being) coming in the weeks and months to come (and over the 2014-15 season).
Overall, it seems like the club has already delivered on their promise that "change is coming." Soon we'll get to see what these changes really mean for the future of this hockey team.
