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Beebe details Big 12's new-look unveiling

The Big 12 won't be changing its name once it officially begins play with 10 members.

It won't change the logo, either.

But at Big 12 Media Days in Dallas on July 25-26, it will debut its new "branding initiative," which will project a message of the Big 12 as a unique league.

"We are going to brand off of our difference," Big 12 commissioner Dan Beebe told ESPN.com in a recent interview. "Off of the fact that the way we play in the future will be to determine one true champion through scheduling, and not just through divisions. You have to beat everybody in this conference to be the winner."

The ACC debuted divisions and a championship game in 2005 when it added Virginia Tech and Miami.

The Big Ten -- now with 12 teams -- will separate into Legends and Leaders division, and the division winners will face off in the inaugural Big Ten title game in December at Lucas Oil Stadium in Indianapolis.

The Pac-12 added two more teams and will have its inaugural championship game at a campus site on championship weekend as well.

The SEC has had a championship game since 1992.

The Big 12 had a championship game since the league's inception in 1996, but will merge into one division this year and eliminate the championship game.

"You have to win this conference on the field by playing everybody and so that’s our positioning going forward, and the fact that we are a very well-connected conference," Beebe said. "There are a lot reporters and fans that live throughout this five-state region up and down the I-35 corridor."

The Big 12 will debut a few commercials before the season, as well as trailers that schools can use at sporting events or alumni events. It will also have print ads for game programs or other placement where Big 12 fans can see it.

The work is being done by GSD&M, an advertising firm in Austin, Texas that has worked with the Olympics, the PGA Tour, Walmart, Southwest Airlines, Whole Foods and Texas A&M.

"That firm has been turned loose with any and all ideas to help us go forward," Beebe said. "They’re very good and they’re very good experts."