To be clear, while it’s been an unadulterated joy to mock some Georgia Tech fans’ oversized expectations regarding their new head coach, I do think Geoff Collins is a solid pick. It’s an understatement to say that the genius had worn out his welcome on the Flats and the program was in desperate need of someone fresh and realistic about the role recruiting should play in a state like Georgia.
That all being said, what in the hell does this mean?
… When Collins got the Georgia Tech job in December, one of the first calls he made was to the wunderkind he calls Morpheus. (Collins swears he knows Stancato’s proper name, but he rarely uses it.) Soon after, Morpheus joined the Yellow Jackets’ program as its first brand manager. In fact, he’s the first person to hold that particular job title at a Power 5 program.
Why focus so much on brand? Simple, Collins says. “In the NFL, players choose based on contract length and dollar amounts,” he says. “But when high school players choose a school, they’re choosing based on brand. So you create the strongest brand and strongest culture you can.”
Dude, this is Georgia Tech you’re talking about. All the branding in the world won’t change that.
Of course, Collins knows branding doesn’t win games.