Why 1 Sports Conf Had to Build a Brand From Scratch

[Water Pony]

AD Age:

"What's in a name? Plenty when the future of a beleaguered college sports conference depends on creating a new brand and logo from scratch, said Mike Aresco, commissioner of the new American Athletic Conference."

http://adage.com/article/cmo-strategy/b ... ce/244087/

"One other positive sign: The American is close to signing a new marketing merchandising deal with IMG, said Mr. Aresco. IMG spokesman Andrew Giangola declined to comment."