Written Option 2:

In my opinion, a good expansion brand has to meet only a few conditions. Actually, only two things are very important to the success of an expansion franchise.

1. The expansion team GM has to have a solid plan, understanding and attechment to the branding. Whether it's because the location has any RL ties to existi g hockey communities doesn't really matter, as long as the GMs are enthusiastic and have a plan to run with the expansion branding. The success of the franchise will rely on their storytelling and marketing of the brand.

2. It has to appeal to future players. If the branding is too niche, it runs the risk of people not understanding the brand. A brand thats too general will not feel special. Same for the location, more people will be interested in playing for a team in an interesting location than for teams in a shithole or a very obvious pick.

In the end its all about the right brand in the right location, and most importantly the right marketing.