For Miami it's about The Code, for us it's about a contest

The Dolphins have a marketing problem and they know it. They haven't made the playoffs since 2002. They were the worst team in the NFL last year. And they didn't exactly go out this offseason and wow anybody -- either with mega-signings during free agency or a sexy first overall draft selection.

So the question is how to get people interested enough to buy tickets and fill seats.

I would suggest win games. I would also suggest the team play nice with the media instead of having one of the worst media policies in the NFL which effectively prevents fans from getting to know players, coaches or anyone else.

But, alas, the Dolphins haven't asked nor care for my opinion. Instead they have come out with a marketing campaign whose slogan is "Respect the Code."

In the coming weeks and months, potential ticket buyers will hear about what The Code means. To hear the Dolphins tell it, it means loyalty and sacrifice and honor and courage and commitment and hard work.

I will now resist the strong temptation to mock this as hooey. You, however, are free to tell me what you think of this coming marketing campaign.

Do you buy it? Do you even understand it? And can you do better?

Tell you what: Best alternative marketing campaign idea will receive from me the privilege of writing a blog entry about the Dolphins in this main space sometime in the next two weeks. Your picture will be included in the space and I will keep your entry up for at least 24 hours.

I will be judge and jury for this contest so here's a hint: I'm partial to comedy. But you are free to try what you will as long as you keep it free of profanity and bad taste. So show your imagination. You could become famous.