{"id":35569,"date":"2026-06-10T11:02:35","date_gmt":"2026-06-10T15:02:35","guid":{"rendered":"https:\/\/poole.ncsu.edu\/thought-leadership\/?p=35569"},"modified":"2026-06-10T11:05:46","modified_gmt":"2026-06-10T15:05:46","slug":"the-carolina-hurricanes-a-brand-on-the-rise","status":"publish","type":"post","link":"https:\/\/poole.ncsu.edu\/thought-leadership\/article\/the-carolina-hurricanes-a-brand-on-the-rise\/","title":{"rendered":"The Carolina Hurricanes: A Brand on the Rise"},"content":{"rendered":"\n\n\n\t<div class=\"wp-block-ncst-summary\">\n\t\t<p class=\"eyebrow\">At a Glance<\/p>\n    \n\n<ul class=\"wp-block-list\">\n<li>The Carolina Hurricanes&#8217; brand has risen alongside the team&#8217;s on-ice performance.<\/li>\n\n\n\n<li>Thoughtful refinements on core brand elements, community engagement and a commitment to fun have boosted it.<\/li>\n\n\n\n<li>Signs point to the Canes joining timeless brands like the New York Yankees and Montreal Canadiens.<\/li>\n<\/ul>\n\n\t<\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">Seeing the Carolina Hurricanes in the Stanley Cup finals, playing in a sold-out Lenovo Center with every fan clad in Hurricanes gear, it\u2019s tough to remember the fairly recent times when the Hurricanes brand (and the Hurricanes team) performed more modestly.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Today, the Hurricanes are clearly a brand on the rise. But that wasn\u2019t always the case.In 2018, Tom Dundon acquired the Hurricanes for $420 million from Peter Karmanos, who had relocated the team from Hartford in 1997. At the time, the franchise was not on solid footing. From 2014 to 2018, the team was either last or second-to-last in the National Hockey League in attendance. The Canes hadn\u2019t qualified for the playoffs since 2009.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In its <a href=\"https:\/\/hockeybydesign.com\/2017\/11\/2017-nhl-brand-power-rankings\/\">2017 brand power rankings<\/a>, HockeyByDesign.com rated the Hurricanes\u2019 brand strength second-to-last in the league, with a particularly negative critique of the visual brand legacy, recent on-ice performance and fanbase dedication. Average attendance in 2016-17 was 11,776 in a stadium with a capacity of 18,700. Forbes rated Carolina the least valuable franchise in the NHL. The team <a href=\"https:\/\/store.hbr.org\/product\/carolina-hurricanes-a-whale-of-a-branding-decision\/W37850?srsltid=AfmBOoozjm6qcikE1rUqlmQJwU83OB7F-420iH10fQ-b-jLek_9IPY2E\">recorded financial losses<\/a> in every year but one from 2006 to 2016.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fast forward to today, with the team in the Stanley Cup Finals. The Hurricanes finished the season in <a href=\"https:\/\/www.hockey-reference.com\/friv\/attendance.cgi\">the top seven<\/a> in attendance, and the team has <a href=\"https:\/\/www.nhl.com\/hurricanes\/news\/the-big-moments-highlights-from-2025\">sold out<\/a> more than 150 consecutive home games. In 2025, Forbes valued the Carolina Hurricanes at $2 billion, good for 17th among the 32 NHL teams, while showing <a href=\"https:\/\/www.forbes.com\/teams\/carolina-hurricanes\/\">steady improvement<\/a> in revenue ($218 million) and operating income ($41 million).&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Of course, the value of the Hurricanes\u2019 franchise brand is closely related to winning. The Hurricanes have made the playoffs <a href=\"https:\/\/records.nhl.com\/car\/overview\/season-by-season-record\">every year since 2019<\/a>, winning their division four times.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now, what can we learn about managing brands from the Hurricanes\u2019 turnaround over the last decade?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Refining Brand Assets<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Compare the <a href=\"https:\/\/nhluniforms.com\/2025-26\/Hurricanes.html\">2025-26 Hurricanes uniforms<\/a> with those from <a href=\"https:\/\/nhluniforms.com\/2017-18\/Hurricanes.html\">2017-18<\/a>. Changes have been fairly incremental: the secondary logo features two warning flags tied to a hockey stick\u2013 this had previously been a simplified single warning flag (which actually signals a tropical storm warning).&nbsp;During the Dundon era, the team has made an annual tradition of wearing the Hartford Whalers\u2019 jerseys, which has brought delight to fans, often resulting in the highest merchandise sales nights of the year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Hurricanes have understood that, even as the team struggled, the core of its brand was a good building block. Making small changes while preserving that core has paid off, putting the current Hurricanes brand on very strong footing.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The Power of Fun<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The Hurricanes\u2019 organization has consistently prioritized fun, even while irking hockey purists.&nbsp; Given that many fans in the Carolinas are relatively new to hockey, the franchise hasn\u2019t felt the need to closely follow the sport\u2019s historic norms. Take, for instance, the elaborate <a href=\"https:\/\/www.sportingnews.com\/us\/nhl\/news\/hurricanes-storm-surge-explained-post-win-celebration\/wescs0c6i5umfcqb0sydfqvh\">Storm Surge celebrations<\/a> after wins in past seasons. When they began in 2018, hockey personality Don Cherry declared the team a \u201cBunch of Jerks,\u201d an identity the team quickly gravitated towards.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Re-Live Every Carolina Hurricanes Storm Surge!\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/K5hfnh7Tjpo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The team also actively encouraged tailgating culture, which wasn\u2019t an NHL norm. They were alsothe first North American professional sports team to wear a throwback jersey from a city the franchise had left.&nbsp; It was a risk to encourage fans to wear Hartford Whalers green when the culture had long been to get Caniacs wearing red, but sometimes the compelling power of fun justifies this sort of brand risk.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Dedication to Community<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The Hurricanes have been instrumental in building a thriving youth hockey culture across North Carolina. Through their <a href=\"https:\/\/www.canesyouthhockey.com\/firstgoal\">First Goal program<\/a>, children ages 5 to 10 can learn the game with subsidized equipment. And the Junior Canes is a competitive environment for skilled 11- to 16-year-olds.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brand Experiences<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">One way to think about brand experiences is to consider the possibility to make customer encounters with the brand either <a href=\"https:\/\/hbr.org\/2021\/07\/whats-the-right-customer-experience-for-your-brand\"><strong>memorable<\/strong> or <strong>frictionless<\/strong><\/a>.&nbsp; Memorable sports experiences can be novel and surprising. For instance, the use of the Whalers brand identity or the team\u2019s mascot\u2013Stormy the Pig, which has been very popular on t-shirts and as a children\u2019s plush toy. Or the recent addition of beer glasses in the shape of <a href=\"https:\/\/www.espn.com\/nhl\/story\/_\/id\/48679346\/caolina-hurricanes-sold-popular-beer-skate-mugs\">hockey skates<\/a>\u2013which were completely sold out. As the team improved, the consistency with brand elements and the team\u2019s impressive performance allow for a positive, frictionless experience. Typically, these experiences are associated with teams that are established leaders with timeless brand elements. Consider the unchanging appearance of the New York Yankees or the Montreal Canadiens, who have nurtured these frictionless brand experiences by being very protective of their brand elements over the years.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The list of teams that can rely on a frictionless experience is small; the Hurricanes are knocking on the door of becoming an elite sports brand.<\/p>\n\n\n<div class=\"wp-block-ncst-featured-people\">\n      <p class=\"eyebrow-label\">featured scholar<\/p>\n    <div class=\"featured-people__container\">\n    \n<div class=\"wp-block-ncst-featured-person\">\n    <figure class=\"headshot-container\">\n      <img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" \n        src=\"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-content\/uploads\/sites\/423\/2026\/06\/MAH2512-500x500-1.jpg\" \n        alt=\"A head-and-shoulders photo of Michael Stanko\" \n        class=\"headshot wp-image-35570\"\n        style=\"object-position:50% 50%\"\n srcset=\"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-content\/uploads\/sites\/423\/2026\/06\/MAH2512-500x500-1.jpg 500w, https:\/\/poole.ncsu.edu\/thought-leadership\/wp-content\/uploads\/sites\/423\/2026\/06\/MAH2512-500x500-1-300x300.jpg 300w, https:\/\/poole.ncsu.edu\/thought-leadership\/wp-content\/uploads\/sites\/423\/2026\/06\/MAH2512-500x500-1-150x150.jpg 150w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/>\n    <\/figure>\n    <div class=\"person-container\">\n      <h3 class=\"name\">Michael Stanko<\/h3>\n              <p class=\"title\"><a href=\"https:\/\/poole.ncsu.edu\/people\/mastanko\/\">Michael Stanko<\/a> is a professor of marketing.\u00a0His scholarship focuses on innovation and new product development, digital marketing and crowdfunding, and marketing strategy and open innovation.<\/p>\n            \n\n\n    <\/div>\n  <\/div>\n\n\n  <\/div>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false,"raw":"<!-- wp:ncst\/dynamic-header {\"block\":\"ncst\/default-post-header\",\"isSummaryActive\":true} -->\n<!-- wp:ncst\/default-post-header {\"caption\":\"Subtle adjustments to the Carolina Hurricanes' primary logo and home jerseys have helped elevate the team brand. (Photo by Josh Lavallee\/Carolina Hurricanes)\",\"displayCategoryID\":139,\"subtitle\":\"Iterating on effective brand elements, embracing an outsider persona and winning have lifted the team\u2019s marketing performance.\"} \/-->\n\n<!-- wp:ncst\/summary -->\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>The Carolina Hurricanes' brand has risen alongside the team's on-ice performance.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Thoughtful refinements on core brand elements, community engagement and a commitment to fun have boosted it.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Signs point to the Canes joining timeless brands like the New York Yankees and Montreal Canadiens.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n<!-- \/wp:ncst\/summary -->\n<!-- \/wp:ncst\/dynamic-header -->\n\n<!-- wp:paragraph -->\n<p>Seeing the Carolina Hurricanes in the Stanley Cup finals, playing in a sold-out Lenovo Center with every fan clad in Hurricanes gear, it\u2019s tough to remember the fairly recent times when the Hurricanes brand (and the Hurricanes team) performed more modestly.&nbsp;&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Today, the Hurricanes are clearly a brand on the rise. But that wasn\u2019t always the case.In 2018, Tom Dundon acquired the Hurricanes for $420 million from Peter Karmanos, who had relocated the team from Hartford in 1997. At the time, the franchise was not on solid footing. From 2014 to 2018, the team was either last or second-to-last in the National Hockey League in attendance. The Canes hadn\u2019t qualified for the playoffs since 2009.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In its <a href=\"https:\/\/hockeybydesign.com\/2017\/11\/2017-nhl-brand-power-rankings\/\">2017 brand power rankings<\/a>, HockeyByDesign.com rated the Hurricanes\u2019 brand strength second-to-last in the league, with a particularly negative critique of the visual brand legacy, recent on-ice performance and fanbase dedication. Average attendance in 2016-17 was 11,776 in a stadium with a capacity of 18,700. Forbes rated Carolina the least valuable franchise in the NHL. The team <a href=\"https:\/\/store.hbr.org\/product\/carolina-hurricanes-a-whale-of-a-branding-decision\/W37850?srsltid=AfmBOoozjm6qcikE1rUqlmQJwU83OB7F-420iH10fQ-b-jLek_9IPY2E\">recorded financial losses<\/a> in every year but one from 2006 to 2016.&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Fast forward to today, with the team in the Stanley Cup Finals. The Hurricanes finished the season in <a href=\"https:\/\/www.hockey-reference.com\/friv\/attendance.cgi\">the top seven<\/a> in attendance, and the team has <a href=\"https:\/\/www.nhl.com\/hurricanes\/news\/the-big-moments-highlights-from-2025\">sold out<\/a> more than 150 consecutive home games. In 2025, Forbes valued the Carolina Hurricanes at $2 billion, good for 17th among the 32 NHL teams, while showing <a href=\"https:\/\/www.forbes.com\/teams\/carolina-hurricanes\/\">steady improvement<\/a> in revenue ($218 million) and operating income ($41 million).&nbsp;&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Of course, the value of the Hurricanes\u2019 franchise brand is closely related to winning. The Hurricanes have made the playoffs <a href=\"https:\/\/records.nhl.com\/car\/overview\/season-by-season-record\">every year since 2019<\/a>, winning their division four times.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Now, what can we learn about managing brands from the Hurricanes\u2019 turnaround over the last decade?<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3,\"levelOptions\":[2,3,4,5,6]} -->\n<h3>Refining Brand Assets<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Compare the <a href=\"https:\/\/nhluniforms.com\/2025-26\/Hurricanes.html\">2025-26 Hurricanes uniforms<\/a> with those from <a href=\"https:\/\/nhluniforms.com\/2017-18\/Hurricanes.html\">2017-18<\/a>. Changes have been fairly incremental: the secondary logo features two warning flags tied to a hockey stick\u2013 this had previously been a simplified single warning flag (which actually signals a tropical storm warning).&nbsp;During the Dundon era, the team has made an annual tradition of wearing the Hartford Whalers\u2019 jerseys, which has brought delight to fans, often resulting in the highest merchandise sales nights of the year.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The Hurricanes have understood that, even as the team struggled, the core of its brand was a good building block. Making small changes while preserving that core has paid off, putting the current Hurricanes brand on very strong footing.&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3,\"levelOptions\":[2,3,4,5,6]} -->\n<h3><strong>The Power of Fun<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The Hurricanes\u2019 organization has consistently prioritized fun, even while irking hockey purists.&nbsp; Given that many fans in the Carolinas are relatively new to hockey, the franchise hasn\u2019t felt the need to closely follow the sport\u2019s historic norms. Take, for instance, the elaborate <a href=\"https:\/\/www.sportingnews.com\/us\/nhl\/news\/hurricanes-storm-surge-explained-post-win-celebration\/wescs0c6i5umfcqb0sydfqvh\">Storm Surge celebrations<\/a> after wins in past seasons. When they began in 2018, hockey personality Don Cherry declared the team a \u201cBunch of Jerks,\u201d an identity the team quickly gravitated towards.&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:embed {\"url\":\"https:\/\/youtu.be\/K5hfnh7Tjpo?si=Y5yMhIhp6gN9zu_j\",\"type\":\"video\",\"providerNameSlug\":\"youtube\",\"responsive\":true,\"className\":\"wp-embed-aspect-16-9 wp-has-aspect-ratio\"} -->\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/youtu.be\/K5hfnh7Tjpo?si=Y5yMhIhp6gN9zu_j\n<\/div><\/figure>\n<!-- \/wp:embed -->\n\n<!-- wp:paragraph -->\n<p>The team also actively encouraged tailgating culture, which wasn\u2019t an NHL norm. They were alsothe first North American professional sports team to wear a throwback jersey from a city the franchise had left.&nbsp; It was a risk to encourage fans to wear Hartford Whalers green when the culture had long been to get Caniacs wearing red, but sometimes the compelling power of fun justifies this sort of brand risk.&nbsp;&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3,\"levelOptions\":[2,3,4,5,6]} -->\n<h3>Dedication to Community<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The Hurricanes have been instrumental in building a thriving youth hockey culture across North Carolina. Through their <a href=\"https:\/\/www.canesyouthhockey.com\/firstgoal\">First Goal program<\/a>, children ages 5 to 10 can learn the game with subsidized equipment. And the Junior Canes is a competitive environment for skilled 11- to 16-year-olds.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3,\"levelOptions\":[2,3,4,5,6]} -->\n<h3>Brand Experiences<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>One way to think about brand experiences is to consider the possibility to make customer encounters with the brand either <a href=\"https:\/\/hbr.org\/2021\/07\/whats-the-right-customer-experience-for-your-brand\"><strong>memorable<\/strong> or <strong>frictionless<\/strong><\/a>.&nbsp; Memorable sports experiences can be novel and surprising. For instance, the use of the Whalers brand identity or the team\u2019s mascot\u2013Stormy the Pig, which has been very popular on t-shirts and as a children\u2019s plush toy. Or the recent addition of beer glasses in the shape of <a href=\"https:\/\/www.espn.com\/nhl\/story\/_\/id\/48679346\/caolina-hurricanes-sold-popular-beer-skate-mugs\">hockey skates<\/a>\u2013which were completely sold out. As the team improved, the consistency with brand elements and the team\u2019s impressive performance allow for a positive, frictionless experience. Typically, these experiences are associated with teams that are established leaders with timeless brand elements. Consider the unchanging appearance of the New York Yankees or the Montreal Canadiens, who have nurtured these frictionless brand experiences by being very protective of their brand elements over the years.&nbsp;&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The list of teams that can rely on a frictionless experience is small; the Hurricanes are knocking on the door of becoming an elite sports brand.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ncst\/featured-people {\"label\":\"featured scholar\"} -->\n<!-- wp:ncst\/featured-person {\"name\":\"Michael Stanko\",\"title\":\"\\u003ca href=\\u0022https:\/\/poole.ncsu.edu\/people\/mastanko\/\\u0022\\u003eMichael Stanko\\u003c\/a\\u003e is a professor of marketing.\u00a0His scholarship focuses on innovation and new product development, digital marketing and crowdfunding, and marketing strategy and open innovation.\",\"headshot\":{\"id\":35570,\"url\":\"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-content\/uploads\/sites\/423\/2026\/06\/MAH2512-500x500-1.jpg\",\"alt\":\"A head-and-shoulders photo of Michael Stanko\"}} -->\n<!-- wp:ncst\/bold-link {\"placeholder\":\"Enter optional link\"} \/-->\n<!-- \/wp:ncst\/featured-person -->\n<!-- \/wp:ncst\/featured-people -->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->"},"excerpt":{"rendered":"<p>NC State marketing professor Michael Stanko analyzes the Carolina Hurricanes&#8217; remarkable brand turnaround and the lessons other businesses can take from it.<\/p>\n","protected":false},"author":50146,"featured_media":35571,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"source":"","ncst_custom_author":"Michael Stanko","ncst_show_custom_author":true,"ncst_dynamicHeaderBlockName":"ncst\/default-post-header","ncst_dynamicHeaderData":"{\"showAuthor\":true,\"showDate\":true,\"showFeaturedVideo\":false,\"subtitle\":\"Iterating on effective brand elements, embracing an outsider persona and winning have lifted the team\u2019s marketing performance.\",\"caption\":\"Subtle adjustments to the Carolina Hurricanes' primary logo and home jerseys have helped elevate the team brand. (Photo by Josh Lavallee\/Carolina Hurricanes)\",\"displayCategoryID\":139}","ncst_content_audit_freq":"","ncst_content_audit_date":"","ncst_content_audit_display":false,"ncst_backToTopFlag":"","footnotes":""},"categories":[162,139,77],"tags":[721,718,716,720,719,717],"_ncst_magazine_issue":[],"series":[],"class_list":["post-35569","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-issues-and-insights","category-marketing-and-consumer-behavior","category-newswire","tag-branding","tag-carolina-hurricanes","tag-michael-stanko","tag-net-gains","tag-nhl","tag-stanley-cup-finals"],"displayCategory":{"term_id":139,"name":"Marketing and Consumer Behavior","slug":"marketing-and-consumer-behavior","term_group":0,"term_taxonomy_id":139,"taxonomy":"category","description":"","parent":0,"count":52,"filter":"raw"},"acf":{"ncst_posts_meta_modified_date":null},"_links":{"self":[{"href":"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-json\/wp\/v2\/posts\/35569","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-json\/wp\/v2\/users\/50146"}],"replies":[{"embeddable":true,"href":"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-json\/wp\/v2\/comments?post=35569"}],"version-history":[{"count":4,"href":"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-json\/wp\/v2\/posts\/35569\/revisions"}],"predecessor-version":[{"id":35575,"href":"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-json\/wp\/v2\/posts\/35569\/revisions\/35575"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-json\/wp\/v2\/media\/35571"}],"wp:attachment":[{"href":"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-json\/wp\/v2\/media?parent=35569"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-json\/wp\/v2\/categories?post=35569"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-json\/wp\/v2\/tags?post=35569"},{"taxonomy":"_ncst_magazine_issue","embeddable":true,"href":"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-json\/wp\/v2\/_ncst_magazine_issue?post=35569"},{"taxonomy":"series","embeddable":true,"href":"https:\/\/poole.ncsu.edu\/thought-leadership\/wp-json\/wp\/v2\/series?post=35569"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}