The Maple Leafs -- one of the most recognized brands in Toronto sporting history -- announced today that Mike Babcock has been appointed as their new coach for a reported cool $50 million and an eight-year contract.

That's eight new chances to win the Stanley Cup. If the fans' expectations have been high since 1967, that will surely escalate big time now.

Herb Communications hangs its hat on enhancing brands; tweaking, adding to, not taking over.

That is exactly the opposite of what Babcock has to do now. He has to go in and totally regenerate the Maple Leafs from the ground up. He has to ensure that those who make the cut actually want to win something and not just collect a salary.

He has to take over the team and be Mr. Maple Leafs. Something is not working right with the team at the moment, and it needs more than an enhancement. It needs a full-on overhaul.

Sometimes that is necessary. New ideas, fresh start, a relaunch.

I like those. About time! (Good luck, Mike.)

John.