Faced with a significant revenue gap among other national conferences, the Pac-10 seeks to define its core brand identity.

Faced with stiff competition in the crowded conference brand pool, the Pac-10 partnered with SME to conduct a nation-wide brand audit and definition process. Over 2,000 stakeholders were interviewed, the findings of which benchmarked the Conference among the other five major BCS Conferences and inspired a clear, motivating communications platform centered around West Coast Innovation. The new strategy served to strengthen Pac-10 brand loyalty, attract new fans and partners, and provide leverage for future Pac-10 revenue opportunities.