In the world of college football, the question of which program has the strongest brand appeal is a topic of much debate. While Oklahoma and Texas have historically dominated the sport, their recent struggles have left a void in the Big 12. Among the current conference members, BYU stands out as a clear brand leader. Its large LDS following and iconic quarterbacks under LaVell Edwards have established BYU as a decent TV draw, even during its decade-plus of independent purgatory. Utah, despite its on-field success, has never quite ascended the mountaintop, lacking the iconic moment that BYU's 1984 national championship provided. Texas Tech, on the other hand, is in the midst of an experiment to see whether a billionaire's largesse can help build a century-old Texas/Oklahoma-type brand virtually overnight. The Red Raiders' recent attention, however, has been self-inflicted, raising questions about their ability to sustain a strong brand. In the end, the Big 12's brand will benefit far more from a new-age national contender emerging, rather than simply sticking Monster Energy in front of its name. Personally, I think that BYU, with its rich history and strong following, is the clear leader in brand appeal within the Big 12. However, Texas Tech's recent attention and potential for growth cannot be overlooked. What makes this particularly fascinating is the potential for a new era of college football branding, where a combination of tradition and innovation can create a powerful and enduring legacy. In my opinion, the Big 12's future lies in embracing the unique strengths of each program and fostering a collaborative environment that celebrates the diversity of its members. From my perspective, the conference's ability to adapt and evolve will ultimately determine its success in the ever-changing landscape of college football.
