i agree completely. the nhl does an absolutely pathetic job marketing itself (both the game and the players). not only don't they market it but in recent years you couldn't watch a game for more than 5 minutes without being told how horrible the game was, the trap, clutching and grabbing, and so on. if i wasn't already a fan and i tuned in and heard people who think hockey is so great tell me how crappy it was i'd turn it off after a few minutes too.
most of the guys in the nba and nfl are household names before they get drafted, lebron james was a household name as a freshmen or sophomore in high school. now i realize that college hockey doesn't compare to college basketball and college football and you aren't going to get it to the same level. but i see no reason why when sidney crosby walks to the draft podium that average fans can't know who he is. there is no reason why anyone not named gretzky, messier or lemieux gets a 'who's that?' from an average joe. there is no reason why guys like rick nash and kovalchuk are unknowns until they start tearing up the nhl.
and it doesn't seem like such a complicated concept to me either. show some junior games, show some college games, show WJC coverage, run prospect profiles on espn, etc. every little bit helps and the more interest you build in the star players the more fans will develop and attachment to those players.
maybe try to develop a tv network like the nba has with nba tv that can give constant exposure to the history of the game and the star players.