We Want Fish Sticks: The Bizarre and Infamous Rebranding of the New York Islanders

I was hesitant at first glance because if you already lived through it, going back to this particular part in New York Islanders history is a painful one. For younger fans, Nick brings a deeper understanding of what the Isles tried to accomplish and for fans who lived through it, although it doesn't change the outcome, you come out enjoying the book and you may have some kind of closure from a tough time period.

Was really looking forward to reading this book as a child of the 90's who saw the best & worst of the 90's uniform trends. This is a good, and quick read that will leave you scratching your head on how something like the fisherman was ever greenlighted. Good insight on the on-ice & PR problems as well that didn't help the new logo get off the ground.

I'm a Capitals fan and I generally dislike the Islanders, but I had been reading another book about NHL history and when I finished it, this one popped up in the Amazon recommendations and I thought it sounded interesting. It was. It's quite detailed and thoroughly researched and gives an excellent analysis not only of why Islanders management took the actions they did, but also of why some of their actions were flawed or turned out poorly for reasons beyond their control. My only real negative comment is that the book is very short. Part of that is, of course, due to the nature of the topic—it was 20-some years ago and there's only so much to say. But as I was reading this on my Kindle, the progress bar made it look like there was a lot more remaining than there actually was. Shame on me for not realizing that was due to the (commendable) extensive use of footnotes to document the author's research. I guess that's really a Kindle weakness rather than something to do with any particular book, so I didn't take off a star for it.

From the mascot to management, from the players to fans, Author Nick Hirshon leaves no stone unturned as he brings you the complete story of ill fated “Fish stick” logo that took the NHL by storm but not in a good way. His interviews with most everybody involved with in the logo gives you great insight of why the change was made and how quickly the Islanders came to regret it!

Thorough and fair-handed look at a rebrand that wasn’t as bad as it was poorly timed and executed which ultimately failed because you can’t replace history. Wish the book had gone into the design process a little more and had more photos of sketches/mockups (if any of that even exists anymore).

I started reading this and I finished it from cover to cover and I have to say, I love how this book was very detailed about the rebrand going into the history and perspectives of the ownership, the players, the fanbase, the coaching staff and management.

Very interesting. Lots of great stories. I had trouble putting it down at night, finished the whole thing in 3 evenings and I'm not usually a big reader. Perfect for any hockey fan

If you can handle the on-ice frustrations the Islanders suffered during the “fish stick era,” you may still have a difficult time with their rebranding...

great book for an islanders fan or a hockey fan in general.

Great book, probably the most indepth read on Islanders history out there.