Despite losing Texas and Oklahoma, Big 12 gains fertile ground for branding

On Thursday morning, the Big 12 listened to a two-hour branding presentation from LDWW, the league’s longtime marketing partner, that will roll out as a welcome when the conference adds the University of Houston, BYU, Cincinnati and Central Florida as early as 2023.

Without giving any details, Bowlsby said the technical and creative aspects and storylines of the presentation were “outstanding.” At the conclusion, the presentation received loud applause from those in attendance, which included presidents and athletic directors from all 14 schools.

(06-02-2022 09:37 PM)Charlie Broadway Wrote:  Despite losing Texas and Oklahoma, Big 12 gains fertile ground for branding

On Thursday morning, the Big 12 listened to a two-hour branding presentation from LDWW, the league’s longtime marketing partner, that will roll out as a welcome when the conference adds the University of Houston, BYU, Cincinnati and Central Florida as early as 2023.

Without giving any details, Bowlsby said the technical and creative aspects and storylines of the presentation were “outstanding.” At the conclusion, the presentation received loud applause from those in attendance, which included presidents and athletic directors from all 14 schools.

Another thing that stood out to me was this quote.

“I think what we found out in large measure is that, both inside the Big 12 footprint and outside the Big 12 footprint, our membership going forward is viewed very positively,” Bowlsby said. “The new conference alignment really tests well with people inside and outside the Big 12 footprint in the 18-44 age range. That’s tomorrow’s fans.”

I've noticed that every incoming Big 12 fanbase has a decent-sized (and engaged) following on Social media. Perhaps that is partly driven by the success each school has had in basketball and football, but there are plenty of UCF, BYU, Cincinnati, and Houston fans all over twitter. Houston is more basketball-centric than the others.

Absolutely love that article!

(06-03-2022 04:55 AM)TroyTBoy Wrote:  I've noticed that every incoming Big 12 fanbase has a decent-sized (and engaged) following on Social media. Perhaps that is partly driven by the success each school has had in basketball and football, but there are plenty of UCF, BYU, Cincinnati, and Houston fans all over twitter. Houston is more basketball-centric than the others.

There are a lot of reasons I'm glad to be making the jump, but one of them is being in a conference with engaged fanbases, which was sorely lacking in a lot of AAC schools.

(06-03-2022 10:18 AM)parialex Wrote:  

(06-03-2022 04:55 AM)TroyTBoy Wrote:  I've noticed that every incoming Big 12 fanbase has a decent-sized (and engaged) following on Social media. Perhaps that is partly driven by the success each school has had in basketball and football, but there are plenty of UCF, BYU, Cincinnati, and Houston fans all over twitter. Houston is more basketball-centric than the others.

There are a lot of reasons I'm glad to be making the jump, but one of them is being in a conference with engaged fanbases, which was sorely lacking in a lot of AAC schools.

No doubt. And what makes this comment it's interesting is that 365sports interviewed Iowa State AD Jamie Pollard could not believe the enthusiasm, excitement and engagement by the in-coming schools and how it was a shotvin the arm for a conference that was, in his words, waiting for thr next shoe to drop. Basically going from a stagnant conference to an exciting, creative and expanded conference working as a team. Enthusiasm is infectious, and that is something that we missed in the AAC aside from schools like Memphis, because these schools leaving were essentially displaced P5 schools like BYU.

(06-03-2022 10:38 AM)CatsClaw1 Wrote:  

(06-03-2022 10:18 AM)parialex Wrote:  

(06-03-2022 04:55 AM)TroyTBoy Wrote:  I've noticed that every incoming Big 12 fanbase has a decent-sized (and engaged) following on Social media. Perhaps that is partly driven by the success each school has had in basketball and football, but there are plenty of UCF, BYU, Cincinnati, and Houston fans all over twitter. Houston is more basketball-centric than the others.

There are a lot of reasons I'm glad to be making the jump, but one of them is being in a conference with engaged fanbases, which was sorely lacking in a lot of AAC schools.

No doubt. And what makes this comment it's interesting is that 365sports interviewed Iowa State AD Jamie Pollard could not believe the enthusiasm, excitement and engagement by the in-coming schools and how it was a shotvin the arm for a conference that was, in his words, waiting for thr next shoe to drop. Basically going from a stagnant conference to an exciting, creative and expanded conference working as a team. Enthusiasm is infectious, and that is something that we missed in the AAC aside from schools like Memphis, because these schools leaving were essentially displaced P5 schools like BYU.

One thing the newcomers won't quite understand is that the ADs of the Big 12's remaining schools have basically been stifled for most of conference's existence, but especially since Texas A&M and Missouri left for the SEC. When that happened, many thought that Texas and Oklahoma would bolt then, and their decisions to stay to "save" the Big 12 sent every bit of leverage their way. Virtually every decision made from that point forward was to appease those two in the hopes that they wouldn't leave for another league.

Fast forward to today, and now that the conference has been stabilized, I'm sure a lot of these guys, who are super sharp in many cases, are excited to have some actual equity in the league and some say in its future direction.

Texas and OU (but especially Texas) were bullies on the block for a long time that sucked every bit of oxygen out of every room they were in. Now that their desires no longer have to be taken into consideration, the rest of these schools can start acting in their own self-interests, which are served in most cases by building a strong, stable Big 12.

Shedding Texas and OU and adding four hungry universities that are content to be co-equals is a very good thing for the Big 12 in every regard but monetarily. And I'd bet some of these ADs would sacrifice a few bucks to have more say in a healthier league.

(06-03-2022 03:31 PM)bear2be2 Wrote:  

(06-03-2022 10:38 AM)CatsClaw1 Wrote:  

(06-03-2022 10:18 AM)parialex Wrote:  

(06-03-2022 04:55 AM)TroyTBoy Wrote:  I've noticed that every incoming Big 12 fanbase has a decent-sized (and engaged) following on Social media. Perhaps that is partly driven by the success each school has had in basketball and football, but there are plenty of UCF, BYU, Cincinnati, and Houston fans all over twitter. Houston is more basketball-centric than the others.

There are a lot of reasons I'm glad to be making the jump, but one of them is being in a conference with engaged fanbases, which was sorely lacking in a lot of AAC schools.

No doubt. And what makes this comment it's interesting is that 365sports interviewed Iowa State AD Jamie Pollard could not believe the enthusiasm, excitement and engagement by the in-coming schools and how it was a shotvin the arm for a conference that was, in his words, waiting for thr next shoe to drop. Basically going from a stagnant conference to an exciting, creative and expanded conference working as a team. Enthusiasm is infectious, and that is something that we missed in the AAC aside from schools like Memphis, because these schools leaving were essentially displaced P5 schools like BYU.

One thing the newcomers won't quite understand is that the ADs of the Big 12's remaining schools have basically been stifled for most of conference's existence, but especially since Texas A&M and Missouri left for the SEC. When that happened, many thought that Texas and Oklahoma would bolt then, and their decisions to stay to "save" the Big 12 sent every big of leverage their way. Virtually every decision made from that point forward was to appease those two in the hopes that they wouldn't leave for another league.

Fast forward to today, and now that the conference has been stabilized, I'm sure a lot of these guys, who are super sharp in many cases, are excited to have some actual equity in the league and some say in its future direction.

Texas and OU (but especially Texas) were bullies on the block for a long time that sucked every bit of oxygen out of every room they were in. Now that they're desires no longer have to be taken into consideration, the rest of these schools can start acting in their own self-interests, which are served in most cases by building a strong, stable Big 12.

Shedding Texas and OU and adding four hungry universities that are content to be co-equals is a very good thing for the Big 12 in every regard but monetarily. And I'd bet some of these ADs would sacrifice a few bucks to have more say in a healthier league.

It's funny that you say that because I got the feeling that the ADs all around like Pollard, Taylor, Hocutt and others are excited to be able to have freedom. Obviously you would be more dialed in because from the outside looking in you appear to be 100% on the money. And the incoming schools have similar ADs, strong creative ideas but no P5 board to work on and now they all have what they want and I'm pumped to see what happens!

(06-03-2022 03:40 PM)CatsClaw1 Wrote:  

(06-03-2022 03:31 PM)bear2be2 Wrote:  

(06-03-2022 10:38 AM)CatsClaw1 Wrote:  

(06-03-2022 10:18 AM)parialex Wrote:  

(06-03-2022 04:55 AM)TroyTBoy Wrote:  I've noticed that every incoming Big 12 fanbase has a decent-sized (and engaged) following on Social media. Perhaps that is partly driven by the success each school has had in basketball and football, but there are plenty of UCF, BYU, Cincinnati, and Houston fans all over twitter. Houston is more basketball-centric than the others.

There are a lot of reasons I'm glad to be making the jump, but one of them is being in a conference with engaged fanbases, which was sorely lacking in a lot of AAC schools.

No doubt. And what makes this comment it's interesting is that 365sports interviewed Iowa State AD Jamie Pollard could not believe the enthusiasm, excitement and engagement by the in-coming schools and how it was a shotvin the arm for a conference that was, in his words, waiting for thr next shoe to drop. Basically going from a stagnant conference to an exciting, creative and expanded conference working as a team. Enthusiasm is infectious, and that is something that we missed in the AAC aside from schools like Memphis, because these schools leaving were essentially displaced P5 schools like BYU.

One thing the newcomers won't quite understand is that the ADs of the Big 12's remaining schools have basically been stifled for most of conference's existence, but especially since Texas A&M and Missouri left for the SEC. When that happened, many thought that Texas and Oklahoma would bolt then, and their decisions to stay to "save" the Big 12 sent every big of leverage their way. Virtually every decision made from that point forward was to appease those two in the hopes that they wouldn't leave for another league.

Fast forward to today, and now that the conference has been stabilized, I'm sure a lot of these guys, who are super sharp in many cases, are excited to have some actual equity in the league and some say in its future direction.

Texas and OU (but especially Texas) were bullies on the block for a long time that sucked every bit of oxygen out of every room they were in. Now that they're desires no longer have to be taken into consideration, the rest of these schools can start acting in their own self-interests, which are served in most cases by building a strong, stable Big 12.

Shedding Texas and OU and adding four hungry universities that are content to be co-equals is a very good thing for the Big 12 in every regard but monetarily. And I'd bet some of these ADs would sacrifice a few bucks to have more say in a healthier league.

It's funny that you say that because I got the feeling that the ADs all around like Pollard, Taylor, Hocutt and others are excited to be able to have freedom. Obviously you would be more dialed in because from the outside looking in you appear to be 100% on the money. And the incoming schools have similar ADs, strong creative ideas but no P5 board to work on and now they all have what they want and I'm pumped to see what happens!

I'm excited to see what those guys bring as well.

But I think there's some peace and hope right now among the holdovers that hasn't existed in the Big 12 for a long time. Basically since A&M and Missouri left, forcing the first expansion, the national narrative has centered around the Big 12's impending doom. Now that Texas and OU are leaving and the league has survived, the remaining teams can kind of embrace what we are/have and build a positive narrative around that. That is a pretty freeing feeling after serving as UT's lackeys for so long.

Football and basketball is gonna be freaking exciting all across the board. Family members and friends can’t wait to begin circling future Big12 matchups.

Gonna be fun.

(06-03-2022 03:58 PM)bear2be2 Wrote:  

(06-03-2022 03:40 PM)CatsClaw1 Wrote:  

(06-03-2022 03:31 PM)bear2be2 Wrote:  

(06-03-2022 10:38 AM)CatsClaw1 Wrote:  

(06-03-2022 10:18 AM)parialex Wrote:  There are a lot of reasons I'm glad to be making the jump, but one of them is being in a conference with engaged fanbases, which was sorely lacking in a lot of AAC schools.

No doubt. And what makes this comment it's interesting is that 365sports interviewed Iowa State AD Jamie Pollard could not believe the enthusiasm, excitement and engagement by the in-coming schools and how it was a shotvin the arm for a conference that was, in his words, waiting for thr next shoe to drop. Basically going from a stagnant conference to an exciting, creative and expanded conference working as a team. Enthusiasm is infectious, and that is something that we missed in the AAC aside from schools like Memphis, because these schools leaving were essentially displaced P5 schools like BYU.

One thing the newcomers won't quite understand is that the ADs of the Big 12's remaining schools have basically been stifled for most of conference's existence, but especially since Texas A&M and Missouri left for the SEC. When that happened, many thought that Texas and Oklahoma would bolt then, and their decisions to stay to "save" the Big 12 sent every big of leverage their way. Virtually every decision made from that point forward was to appease those two in the hopes that they wouldn't leave for another league.

Fast forward to today, and now that the conference has been stabilized, I'm sure a lot of these guys, who are super sharp in many cases, are excited to have some actual equity in the league and some say in its future direction.

Texas and OU (but especially Texas) were bullies on the block for a long time that sucked every bit of oxygen out of every room they were in. Now that they're desires no longer have to be taken into consideration, the rest of these schools can start acting in their own self-interests, which are served in most cases by building a strong, stable Big 12.

Shedding Texas and OU and adding four hungry universities that are content to be co-equals is a very good thing for the Big 12 in every regard but monetarily. And I'd bet some of these ADs would sacrifice a few bucks to have more say in a healthier league.

It's funny that you say that because I got the feeling that the ADs all around like Pollard, Taylor, Hocutt and others are excited to be able to have freedom. Obviously you would be more dialed in because from the outside looking in you appear to be 100% on the money. And the incoming schools have similar ADs, strong creative ideas but no P5 board to work on and now they all have what they want and I'm pumped to see what happens!

I'm excited to see what those guys bring as well.

But I think there's some peace and hope right now among the holdovers that hasn't existed in the Big 12 for a long time. Basically since A&M and Missouri left, forcing the first expansion, the national narrative has centered around the Big 12's impending doom. Now that Texas and OU are leaving and the league has survived, the remaining teams can kind of embrace what we are/have and build a positive narrative around that. That is a pretty freeing feeling after serving as UT's lackeys for so long.

I can imagine. The Big 12 has the potential to build an ACC and Pac-12 type of conference and stability.

(06-05-2022 04:42 PM)CatsClaw1 Wrote:  

(06-03-2022 03:58 PM)bear2be2 Wrote:  

(06-03-2022 03:40 PM)CatsClaw1 Wrote:  

(06-03-2022 03:31 PM)bear2be2 Wrote:  

(06-03-2022 10:38 AM)CatsClaw1 Wrote:  No doubt. And what makes this comment it's interesting is that 365sports interviewed Iowa State AD Jamie Pollard could not believe the enthusiasm, excitement and engagement by the in-coming schools and how it was a shotvin the arm for a conference that was, in his words, waiting for thr next shoe to drop. Basically going from a stagnant conference to an exciting, creative and expanded conference working as a team. Enthusiasm is infectious, and that is something that we missed in the AAC aside from schools like Memphis, because these schools leaving were essentially displaced P5 schools like BYU.

One thing the newcomers won't quite understand is that the ADs of the Big 12's remaining schools have basically been stifled for most of conference's existence, but especially since Texas A&M and Missouri left for the SEC. When that happened, many thought that Texas and Oklahoma would bolt then, and their decisions to stay to "save" the Big 12 sent every big of leverage their way. Virtually every decision made from that point forward was to appease those two in the hopes that they wouldn't leave for another league.

Fast forward to today, and now that the conference has been stabilized, I'm sure a lot of these guys, who are super sharp in many cases, are excited to have some actual equity in the league and some say in its future direction.

Texas and OU (but especially Texas) were bullies on the block for a long time that sucked every bit of oxygen out of every room they were in. Now that they're desires no longer have to be taken into consideration, the rest of these schools can start acting in their own self-interests, which are served in most cases by building a strong, stable Big 12.

Shedding Texas and OU and adding four hungry universities that are content to be co-equals is a very good thing for the Big 12 in every regard but monetarily. And I'd bet some of these ADs would sacrifice a few bucks to have more say in a healthier league.

It's funny that you say that because I got the feeling that the ADs all around like Pollard, Taylor, Hocutt and others are excited to be able to have freedom. Obviously you would be more dialed in because from the outside looking in you appear to be 100% on the money. And the incoming schools have similar ADs, strong creative ideas but no P5 board to work on and now they all have what they want and I'm pumped to see what happens!

I'm excited to see what those guys bring as well.

But I think there's some peace and hope right now among the holdovers that hasn't existed in the Big 12 for a long time. Basically since A&M and Missouri left, forcing the first expansion, the national narrative has centered around the Big 12's impending doom. Now that Texas and OU are leaving and the league has survived, the remaining teams can kind of embrace what we are/have and build a positive narrative around that. That is a pretty freeing feeling after serving as UT's lackeys for so long.

I can imagine. The Big 12 has the potential to build an ACC and Pac-12 type of conference and stability.

Lets aim a bit higher than that.

(06-06-2022 08:04 AM)goodknightfl Wrote:  

(06-05-2022 04:42 PM)CatsClaw1 Wrote:  

(06-03-2022 03:58 PM)bear2be2 Wrote:  

(06-03-2022 03:40 PM)CatsClaw1 Wrote:  

(06-03-2022 03:31 PM)bear2be2 Wrote:  One thing the newcomers won't quite understand is that the ADs of the Big 12's remaining schools have basically been stifled for most of conference's existence, but especially since Texas A&M and Missouri left for the SEC. When that happened, many thought that Texas and Oklahoma would bolt then, and their decisions to stay to "save" the Big 12 sent every big of leverage their way. Virtually every decision made from that point forward was to appease those two in the hopes that they wouldn't leave for another league.

Fast forward to today, and now that the conference has been stabilized, I'm sure a lot of these guys, who are super sharp in many cases, are excited to have some actual equity in the league and some say in its future direction.

Texas and OU (but especially Texas) were bullies on the block for a long time that sucked every bit of oxygen out of every room they were in. Now that they're desires no longer have to be taken into consideration, the rest of these schools can start acting in their own self-interests, which are served in most cases by building a strong, stable Big 12.

Shedding Texas and OU and adding four hungry universities that are content to be co-equals is a very good thing for the Big 12 in every regard but monetarily. And I'd bet some of these ADs would sacrifice a few bucks to have more say in a healthier league.

It's funny that you say that because I got the feeling that the ADs all around like Pollard, Taylor, Hocutt and others are excited to be able to have freedom. Obviously you would be more dialed in because from the outside looking in you appear to be 100% on the money. And the incoming schools have similar ADs, strong creative ideas but no P5 board to work on and now they all have what they want and I'm pumped to see what happens!

I'm excited to see what those guys bring as well.

But I think there's some peace and hope right now among the holdovers that hasn't existed in the Big 12 for a long time. Basically since A&M and Missouri left, forcing the first expansion, the national narrative has centered around the Big 12's impending doom. Now that Texas and OU are leaving and the league has survived, the remaining teams can kind of embrace what we are/have and build a positive narrative around that. That is a pretty freeing feeling after serving as UT's lackeys for so long.

I can imagine. The Big 12 has the potential to build an ACC and Pac-12 type of conference and stability.

Lets aim a bit higher than that.

You can and should, but for now you take relatively small steps to reach the ultimate goal. First is longterm stability the next is evolving into a next level conference right behind the SEC and B1G.

(06-06-2022 11:44 AM)CatsClaw1 Wrote:  

(06-06-2022 08:04 AM)goodknightfl Wrote:  

(06-05-2022 04:42 PM)CatsClaw1 Wrote:  

(06-03-2022 03:58 PM)bear2be2 Wrote:  

(06-03-2022 03:40 PM)CatsClaw1 Wrote:  It's funny that you say that because I got the feeling that the ADs all around like Pollard, Taylor, Hocutt and others are excited to be able to have freedom. Obviously you would be more dialed in because from the outside looking in you appear to be 100% on the money. And the incoming schools have similar ADs, strong creative ideas but no P5 board to work on and now they all have what they want and I'm pumped to see what happens!

I'm excited to see what those guys bring as well.

But I think there's some peace and hope right now among the holdovers that hasn't existed in the Big 12 for a long time. Basically since A&M and Missouri left, forcing the first expansion, the national narrative has centered around the Big 12's impending doom. Now that Texas and OU are leaving and the league has survived, the remaining teams can kind of embrace what we are/have and build a positive narrative around that. That is a pretty freeing feeling after serving as UT's lackeys for so long.

I can imagine. The Big 12 has the potential to build an ACC and Pac-12 type of conference and stability.

Lets aim a bit higher than that.

You can and should, but for now you take relatively small steps to reach the ultimate goal. First is longterm stability the next is evolving into a next level conference better than the SEC and B1G.

FIFY

(06-03-2022 03:31 PM)bear2be2 Wrote:  

(06-03-2022 10:38 AM)CatsClaw1 Wrote:  

(06-03-2022 10:18 AM)parialex Wrote:  

(06-03-2022 04:55 AM)TroyTBoy Wrote:  I've noticed that every incoming Big 12 fanbase has a decent-sized (and engaged) following on Social media. Perhaps that is partly driven by the success each school has had in basketball and football, but there are plenty of UCF, BYU, Cincinnati, and Houston fans all over twitter. Houston is more basketball-centric than the others.

There are a lot of reasons I'm glad to be making the jump, but one of them is being in a conference with engaged fanbases, which was sorely lacking in a lot of AAC schools.

No doubt. And what makes this comment it's interesting is that 365sports interviewed Iowa State AD Jamie Pollard could not believe the enthusiasm, excitement and engagement by the in-coming schools and how it was a shotvin the arm for a conference that was, in his words, waiting for thr next shoe to drop. Basically going from a stagnant conference to an exciting, creative and expanded conference working as a team. Enthusiasm is infectious, and that is something that we missed in the AAC aside from schools like Memphis, because these schools leaving were essentially displaced P5 schools like BYU.

One thing the newcomers won't quite understand is that the ADs of the Big 12's remaining schools have basically been stifled for most of conference's existence, but especially since Texas A&M and Missouri left for the SEC. When that happened, many thought that Texas and Oklahoma would bolt then, and their decisions to stay to "save" the Big 12 sent every bit of leverage their way. Virtually every decision made from that point forward was to appease those two in the hopes that they wouldn't leave for another league.

Fast forward to today, and now that the conference has been stabilized, I'm sure a lot of these guys, who are super sharp in many cases, are excited to have some actual equity in the league and some say in its future direction.

Texas and OU (but especially Texas) were bullies on the block for a long time that sucked every bit of oxygen out of every room they were in. Now that their desires no longer have to be taken into consideration, the rest of these schools can start acting in their own self-interests, which are served in most cases by building a strong, stable Big 12.

Shedding Texas and OU and adding four hungry universities that are content to be co-equals is a very good thing for the Big 12 in every regard but monetarily. And I'd bet some of these ADs would sacrifice a few bucks to have more say in a healthier league.

Thats a good point. While I suspect every legacy member would love to get a SEC or Big 10 invite----they all realize that probably wont happen---thus a strong healthy thriving Big-12 is a key factor for the successful big time athletic futures of all the legacy members. Much like the AAC after the 2011-2012 realignment ravages---the membership appears to all be very committed to building a successful conference where all its members have an equal chance to thrive.