Reynolds has been interested in being part of the new Senators’ ownership group since the Melnyk family put the team up for sale. After speaking with all of the parties making a bid, Reynolds aligned himself with the Markham-based Remington Group led by Chris Bratty.
Listening to Reynolds discuss his business strategy should be music to the ears of NHL owners; it would be hard to believe the league would pass up on this chance to not only bring his celebrity to the front office, but also his wonderful personality and approach. “I only have so much bandwidth, and Aviation Gin is a big one as well, so I do have to let something go.”
“But I think we overlook storytelling sometimes, and in that diagram, in the middle these two intersect at culture. If you have best practices, you have great storytelling and you’re able to grow things in really organic ways. Mint was one of those one in a billion products that was A-plus when I got there. My job was to create as much awareness around this product as humanly possible and engineer a marketing campaign.
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