In the world of politics, campaigns can succeed thanks to the turn of a phrase.
The Big 12 finds itself fielding campaign pitches from schools eager to join the league.
But like in politics, these words can sometimes be nothing but hot air.
Since announcing it was exploring candidates for possible expansion a few weeks ago, the Big 12 has heard pitches from school presidents, athletics directors, governors, a musician and a comedian.
Chuck Neinas is familiar with all the public pandering.
Neinas served as interim commissioner of the Big 12 from 2011-12, the last time the league expanded when it chose to add TCU and West Virginia.