A lot has been said about keeping the brand Big East because it has so much equity, however in the short term at least that brand is severely damaged. If the C7 kept the Big East Name it would always be prefaced with all the negativity that has happened over the last couple years (this isn't the same, defections, C-USA, etc... ) . A new name/brand would be tough to get used to, but at least would exclude the never ending digs that this isn't the same Big East.

Usually when brands reinvent themselves they go through a period of time out of the limelight, the C7 is looking to hit the ground running making an instant splash for recruiting and TV contract purposes, I just think it would be better to do that under a new name.