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Michigan AD Dave Brandon talks branding

One of the more interesting things about covering Big Ten football is seeing how the league and its members balance tradition and history with the need to grow brands and keep up with national trends. Whether it's expansion, instant replay, the addition of division play and a championship game, a new TV network or simply more football in prime time, the Big Ten and its schools are in a historic period of change. Michigan is a particularly fascinating case study, particularly since Dave Brandon took over as athletic director in March 2010. Brandon has roots in the Michigan tradition as a former football player under Bo Schembechler. He also returned to his alma mater from the business world and saw a brand that, despite its historical significance, needed upgrades. Dave Brandon: The Block M brand has always stood for excellence. It's a brand that is connected with the history and tradition of college football. It's the oldest football program, it's the winningest football program. It's got a lot of iconic characteristics in terms of the Big House and the winged helmet and legendary coaches and many championships. The expectations around the brand are always high. As I came in and did my review, I think our brand had received some short-term hits that were a result of football being such an important brand builder for us. We'd had two consecutive years of poor performance, not being competitive in our conference, not going to a bowl game. We had the NCAA violations and all of the negative ramifications of being involved in investigations and allegations. Certainly that was detrimental. And across the board, one of the measures is our performance in the Director's Cup. We had fallen to 26th that previous year, which was a real low point. DB: Clearly, Michigan athletics cannot be successful if football doesn't lead our success. It's our revenue generator, it's so much connected with how the brand is perceived, and clearly we've made a lot of changes and investments in our football program, in hopes of getting it back to a level where it's highly competitive in the Big Ten and nationally. We've made significant investments in facilities, significant investments in talent at the coaching level, made some changes at the coaching level, and we're working really hard in recruiting. DB: They're clearly designed to help us re-establish Michigan as a prominent program in the national picture.

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