Behind the Rebranding of the Pac-10It was time for an upgrade. When you have cities such as Los Angeles, San Francisco, Seattle and Portland in your conference, you have to do whatever possible to strengthen the brand. The Pac-10 turned to SME Branding in NYC for direction.
SME Branding's corporate line: WE BUILD BRANDS™ that stand apart in the marketplace, enhance brand value and create deep, lasting connections with consumers and partners.
The agency has quite a portfolio. Their client list includes Adidas, Boston Bruins, Churchill Downs, Columbus Blue Jackets, Detroit Pistons, Dolphins Stadium, Oscar De La Hoya, Jacksonville Jags, Kasey Kahne Racing, LA Galaxy, LPGA, MLS, Minnesota Wild, NASCAR Media, NHL, Ottawa Sens, PBR and US LAX.
Per Sports Illustrated: SME’s report concluded that to its target audiences to the east and west, the Pac-10 needed to exude West Coast-cool. It needs to remind people that the Pac-10 footprint is home to innovators such as Google, Nike, Microsoft and Apple. It needs to remind people that the Pac-10 is home to some of the nation’s elite universities. It also needs to remind people that the Pac-10 wins — a lot. The league has claimed 388 NCAA titles, more than 150 more than the second-place Big Ten.
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