Inside the Branding of the Pac-12 Conference (Strategy)

Listen to our featured Ask Those Branding Guys™ radio show podcast: Pac-12 CMO Danette Leighton

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  On our radio show Ask Those Branding Guys™, we got an inside peek at the branding secrets of one of the big 5 college conferences.

Joining us on the show were Danette Leighton, Chief Marketing Officer of the Pac-12 Conference, and Scott Chisam, coach of UCLA’s first NCAA championship women’s outdoor track and field team (1982).  Danette gave a shout out to Coach Chisam for his accomplishments and all he has done for the Pac-12.

The Pac-12 is referred to as the Conference of Champions; this tagline has been earned through the accolades and achievements of their twelve member universities.  They are more than just sports teams and have produced Olympic champions across a wide range of sports.  Pac-12 teams have included such players as Marcus Mariota, the most recent Heisman winner, who is a wonderful example of the student athletes from this conference. 

This is the centennial year of the Pac-12.  Founded in Portland, OR in 1915 they have grown over the past 100 years into the Pac-12 Conference of today.  This coming academic year will be a celebratory year focusing on the many accomplishments in the rich Pac-12 history branded as "100 Years of Champions."

Leighton shared that under commissioner Larry Scott the Pac-12 has grown into an even more remarkable conference.  They have worked extensively to increase the national presence of the brand by paying increased attention to student athletes and creating their own media distribution.  All of their efforts have been about making the Pac-12 better while not forgetting their brand pillars: West Coast location, innovation and excellence.

One of the things Danette stressed for success is to hire a team with diverse and complementary skill sets.  She believes that all voices matter and is open to the wide variety ideas that are created by the marketing team.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.Listen to Ask Those Branding Guys™ every Monday at 11:00am (MT) streaming live on SantaFe.com KVSF 101.5 FM.

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