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The Big 12 Conference, in conjunction with its football media days in Dallas, has announced a new...

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The Big 12 Conference, in conjunction with its football media days in Dallas, has announced a new branding and imaging campaign to debut with the start of the 2011 season. The campaign will focus on "How We Play" in the Big 12 and highlight the core purpose of the Conference. Its primary attention will be on three features of the league that make it unique - fierce rivalries, heartland values and one true champion.

Via MUtigers.com. Yeah, this isn't going to get mocked at all with the current discord...