ST. LOUIS -- Southeastern Conference college football coaches took turns slinging their school's recruiting pitches in Hoover, Ala., this week.
The promoting from the pulpit at the conference's football media days was just a taste of what high school football players with NFL dreams hear all the time.
But if any youngster's head is hurting from all the spin, he's in luck.
In Atlanta, there is a marketing expert who might be able to cut through the noise.
"One of the things we study is brand equity," Manish Tripathi, assistant professor of marketing at Emory University, says shortly after answering the phone. "That's kind of how this whole thing got started."
This was supposed to be about football.
"One of the problems in the business world is trying to understand, what's the quality?" he says. "How do I compare Coke to other colas. But in sports, it's easy. You have wins and losses. Everyone plays the same game ... We can apply a lot of our busine...