big name team/school to hang their hat on.
Hopefully, success over the long term will build up the B12 brand. That said, the MWC was beginning to have tons of success with BYU, UU, and TCU (plus a couple others having good seasons) and it didn't move the needle. I remember them going 5-0 in the post season and still not getting much national love*.
*The B12 is much, much more 'respected' than the MWC ever would be.