Over the last three months conference affiliation has changed as rapidly as participants in the World Series of Poker. When University of Texas went all in with ESPN and created the Longhorn Network,
Texas A&M's leadership viewed this new network as a major advantage for UT in recruiting and exposure and knew they had to make a dramatic move. Playing second fiddle was not in the Aggies strategic plan and they realized they would have to differentiate themselves from their Lone Star State rival. Leaders are always looking for a way to differentiate themselves so their organization's brand is both recognizable and relevant. By jumping to the SEC, Texas A&M will not be viewed by the Texas media as one of the many teams in the Big 12. They will now be covered completely differently by the media as part of the number 1 football conference in the nation. Leaders are alway looking for the "halo effect", picking up value by association with the top brands in college football. Alabama, LSU and Florida have had a stranglehold on the BCS National Championship and A&M wanted to play in that ballpark. Over the years as programs have switched conference they tend to gravitate to the same level of competition as the conference membership. A&M's desire is to expand their brand into a much larger geographical area while being viewed through the same filter as Alabama, LSU, Florida, Georgia and the rest of the SEC. Why this move has a huge chance for Texas A&M success is the Aggies have the resources to invest. Many wannabes want to elevate their programs and make the jump but cannot match the resources and end up being the whipping boy. So as a leader remember you want to differentiate your brand and create a "halo effect" but before you do make sure you have the resources to allow for you to compete at the same level. Uneven playing fields create major disadvantages and ultimate defeat for the guys without competitive reosurces.
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