New Name, Same Struggle: “The American” Rebrands but Still Fights for Respect

The American Athletic Conference is no more.

As of Monday morning, it’s now the American Conference (on first reference). According to a news release, we can then drop the “Conference” and simply go with American.

No more AAC, either.

Whatever.

Shakespeare once wrote, “What’s in a name? That which we call a rose by any other name would smell as sweet.”

Translation: The name of something doesn't change its essential nature or qualities.

In this case, the “essential nature” of the American remains the same. It’s arguably the best non-power conference in the country, no matter what you call it. But it’s still at the kiddie table, sitting outside the main dining hall where the Big Ten, SEC, Big 12, and ACC power conferences can be found.

USF leaders have made no secret of their desire to get a seat at the big-boy table. Bulls fans want the same. Every step USF has taken with its athletic program screams that it is ready to move on up.

Actually, USF is in lockstep with the American’s new tagline: Built To Rise.

That’s exactly what the Bulls have in mind. From the on-campus football stadium now under construction to the major facilities upgrades already complete, USF wants the power conferences to know it is ready to rise and compete at that level.

I will give Commissioner Tim Pernetti credit for his relentless efforts to increase the conference revenue, but even with that, American members lag far behind the power conferences.

In its news release, the conference noted, “The American is now guided by a focused brand ethos with a new mission, vision, and purpose, and powered by three core pillars: Innovation, Grit, and Service.”

I’m not a marketing whiz, so I had to look up what “focused brand ethos” means.

This is one explanation.

“Clarity and Specialization: A focused brand ethos avoids trying to appeal to everyone. Instead, it chooses a specific niche or market segment and defines a clear and precise value proposition that caters to their specific needs and preferences.

“This focus drives specialization, allowing the brand to excel in its chosen area and build expertise.”

Well, the American certainly has avoided appealing to everyone. While I believe the conference is stronger than it gets credit for, particularly in basketball, it remains what we call a “one bid league.”

In most seasons, unless the NCAA basketball tournaments dramatically expand the field, only the American champion will get an invitation.

Its football champion could get an invite to the playoffs, but it will get a low seed designed to match it against an SEC or Big Ten power.

That’s just life in the Group of Five, or Six, or whatever you want to call it. That’s where the American is now, and changing the name doesn’t change that.