The latest scuttle has it that SC and UCLA were on bended knee begging for the transfer. SMFH. Embarrassing. But then, now too are Oregon and Washington. Anyway, it seems as though which teams go where will vary depending on the situation. Some will be attractive based solely on where they are and local markets (UCLA), and some will be their own market (Notre Dame). There will be combinations, which implies that preserving well watched rivalries (like, arguably, UW/OR, which to me is hands down the best rivalry in the Pac) might be a factor.
Hard to say how much SC's brand, on its own, was the driver. I'm sure it factored in. But the big driver is getting Big 10 schools multiple trips to LA and grabbing that market by the balls.
I hate all this, but it's also intriguing as fuck. You can play this game of "what about ...?" all around the country. I'm still intrigued by a partnership between the two coast conferences, but only as long as they can stay in tact. What's left of the Pac and the current ACC lineup, particularly if Clemson holds form and at least two of Miami/FSU/Va. Tech can return to form, and Washington gets its shit together again and this new guy at Oregon proves good ... with all of that you'd really have something.
I can see how USC desperately wanted this for their brand. Theirs has eroded, especially compared to their rival Notre Dame, largely due to USC's own ineptitude since Carroll, but the lack of Pac-12 exposure doesn't help.
This is anecdotal, but in the DMV, USC is the University of South Carolina most of the time now. The Troojans of Southern California are rarely on TV and not really discussed except by the most serious of CFB fans.
Not cool story bro, no pics, fuck off: My daughter's friend is a verbal commit for soccer to Northwestern. When the news of USC/UCLA to the B1G broke, this girl was like "Oh shit, we have to play UCLA now, they're good, damn, that's gonna be rough, and we gotta travel out there. And South Carolina, that's kind of random to add them"
I mean, I realize teen girls aren't usually the primary target of CFB broadcasters, but that's the next generation of fans. USC associating itself to the B1G gets them at least back in discussion to a lot of the country.