As sibling rivalries go, there are few more intense than the one between Mississippi State and Ole Miss.
For decades, Mississippi State has been closing the gap on what was once a one-sided competition. The gap between the schools is now almost imperceptible, although fans of either school might protest that conclusion.
Over the past decade, as the Southeastern Conference has grown in prestige, power and revenue, the Bulldogs and Rebels have benefited from that relationship. But to attribute all of that growth and success to conference alignment is to dismiss the vision and leadership each school has enjoyed over the past decade.
In terms of facilities, coaches and most tangible measures, MSU has matched, and in some cases, exceeded its rival.
But there is one gap that remains to be closed and it is an important one.
Ole Miss is a recognizable brand, readily identifiable throughout the country. MSU meanwhile is a brand that, until recently, enjoyed name recognition only on a regional basis.
One reason is obvious, just about every state has a “State,” but there is just one Ole Miss. The Rebels’ history, particularly in football, helped create that brand in the 1950s and 1960s when Ole Miss routinely ranked among the nation’s top teams.
MSU’s success, meanwhile, has been far less consistent.
Until recently, MSU was about as generic a brand as you could encounter.
That is changing, though.
When MSU Athletics Director Scott Stricklin addressed the Starkville Rotary Club on Monday, he noted the wide-ranging improvements of facilities, saluted MSU’s coaches as being as good a group as you will find anywhere and noted the success of many of the school’s teams over the past year, most notably the football team, which completed a record-shattering season with its fifth straight bowl game.
All of those things, along with some forward-thinking efforts in marketing and promotions, have raised MSU’s profile.
For example, licensing fees from the sale of items bearing MSU’s logo and trademarks are up 62 percent over last year, Stricklin noted. The exposure MSU enjoyed from its remarkable football season have paid dividends as well. Dak Prescott, the Bulldogs’ quarterback, finished eighth in the Heisman Trophy balloting and has become probably the most recognizable athlete in MSU history. He’s been a huge promotional tool for the school’s athletic department.
Through social media, aggressive advertising and targeted, effective marketing campaigns such as “Hail State” and even “Stark-Vegas” the Bulldogs have become, for perhaps the first time, fashionable, cool, exciting.
Much of this can be rightfully attributed to the 44-year-old Stricklin and his immediate predecessor, Greg Byrne, another young AD (since relocated to the University of Arizona). Byrne and Stricklin pumped life in the Bulldogs moribund marketing/branding efforts. They have proven to be innovative and ready to challenge the old mindset that had kept MSU in its small, although cozy, cocoon.
The brand is growing and while it’s safe to say that Ole Miss remains a more recognizable brand nationally, Mississippi State is closing that gap, too.
Hail State? You bet.
The Dispatch Editorial Board is made up of publisher Peter Imes, columnist Slim Smith, managing editor Zack Plair and senior newsroom staff.
You can help your community
Quality, in-depth journalism is essential to a healthy community. The Dispatch brings you the most complete reporting and insightful commentary in the Golden Triangle, but we need your help to continue our efforts. In the past week, our reporters have posted 43 articles to cdispatch.com. Please consider subscribing to our website for only $2.30 per week to help support local journalism and our community.