By breaking away and keeping their historic name and tourney site, this helps elevate the conference brand high above where it was headed given (1) the impending defections of blue-chippers ( Syracuse, Pittsburgh), heavyweights (Notre Dame), and highly profitable programs (Louisville), and(2) the impending additions of Central Florida, Houston, Memphis, SMU, Tulane and East Carolina.
FORBES: What's In A Name? Try History, Brand Affinity as New Big East Stands Shoulders Above "America 12"