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The 'Hokeification' of Michigan

Football coach's ways go viral, spark marketing turn for Wolverines

Updated: June 19, 2012, 9:50 AM ET
By Michael Rothstein | WolverineNation

ANN ARBOR, Mich. -- Hunter Lochmann worked at Michigan barely a month when his job marketing the Wolverines' football program became somewhat easier.

When Michigan hired Brady Hoke in January 2011, Lochmann searched for reaction from old colleagues at Madison Square Garden who were Michigan graduates. Opinions, he said, were mixed.

Lochmann attended Hoke's introductory news conference, knowing little about the new hire and still learning about the school. By the time the new coach ...

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