Brand Builder: McElwain's Reboot of Gators in Full Swing
Thursday, August 6, 2015 | Football, Scott Carter
GAINESVILLE, Fla. -- Steve Spurrier had it. Ron Zook did not. Urban Meyer had it. Will Muschamp did not. Jim McElwain has it.
We're not talking about charisma or high football IQ or motivational powers.
No, this is about experience running a program prior to their time as head ball coach at the University of Florida.
This is about having a battled-tested plan that produced winning results from the head coach's office.
Apparently, it matters more in the end at Florida than perhaps other places.
Spurrier won a national title. Meyer won two. Zook and Muschamp were unable to win a Southeastern Conference title.
As McElwain prepares for the start of his first preseason camp on Thursday, the Gators and their faithful hope history repeats itself.
Like Spurrier and Meyer, McElwain arrived at Florida after a successful stint as a head coach. Not a long stint -- three years at Colorado State -- but enough to get a taste, to learn where the landmines are and how to avoid them.
Spurrier had three years in the USFL and three years at Duke prior to coming home in 1990. Meyer had two years at Bowling Green and two at Utah when he arrived a decade ago.
Now it's McElwain's turn to see if his master plan is a winner or a one-way ticket out of town.
In December during his introductory press conference, it took all of about two minutes to sense the Montana native knew what he wanted to implement and how to get it done.
In retrospect, the first signal was his use of the word "brand."
You hear it often, but usually more from marketers and advertising executives than head football coaches.
He hasn't stopped using the word since.
"I'm really proud of our older guys as far as indoctrinating the young guys into what our expectations are to be a Gator and really to be a part of the Gator brand,'' McElwain said Wednesday. "That is something we're excited to see."
McElwain stepped to the podium shortly after the first team meeting of the season.
And, yes, that word popped up as the players reported to camp.
"We are our own brand,'' linebacker Jeremi Powell said. "We represent more than ourselves. We represent the University of Florida. We have to be really smart about our decision-making."
That is one side of the word. There are others, some still to learn.
Veteran assistant coach Randy Shannon, once in charge of Miami's program, said McElwain mentions "brand" in meetings with the coaches, too.
It's part of McElwain's vision for the program, one engulfed by high expectations year in and year out.
"Coach Mac's expectations are higher,'' Shannon said. "Coach Mac is a scrapper. He's a guy that has high visions of things he wants to accomplish."
Win each day is the immediate vision as McElwain tries to establish a new culture -- his culture.
Defensive lineman Bryan Cox Jr. has been around the game his entire life as the son of a longtime NFL player and coach. He gets that coaches -- all coaches -- talk about their vision for success.
It's Coaching 101.
Muschamp did. So did Spurrier, Zook and Meyer.
Some pull it off, others don't.
Cox senses McElwain will succeed.
"He's definitely like the guy,'' Cox said. "When he walks in, you feel his presence. It's kind of like The Don."
In McElwain's brief time at Florida, it's clear he took good notes while serving as offensive coordinator for Nick Saban at Alabama for four seasons. He won two national championship rings in Tuscaloosa and envisions getting a shot at more as he patrols the sidelines at The Swamp.
"Fifteen opportunities to play the game,'' he said.
In McElwain's world, that means showing up to work each day with an eye on playing three more games after the regular season.
"There isn't a game, there isn't an event -- there isn't a thing that we would do that we go in expecting a participation ribbon,'' he said.
The room full of reporters Wednesday seemed surprised at talk about such lofty goals, especially from a man who is taking over a program that is 11-13 the last two seasons and has lost six of its last nine home games. Heck, McElwain doesn't even know who the starting quarterback is a month away from the opener.
But the Florida brand McElwain has in mind can't come to fruition without playing for championships.
He knows that. The players know that. The fans know that.
"He has great vision ... his long-term view of what he wants Florida football to be,'' offensive coordinator Doug Nussmeier said. "I think he's done an outstanding job of sending a message not only to not only our players, but to our staff of what he wants us to be and how he wants us to represent this great program."
If you have been paying close attention the past eight months, McElwain's branding philosophy has been easy to spot in everything from enhanced techniques to reach recruits to a renewed focus on facilities.
He has yet to win a game but has a few wins behind the scenes.
McElwain is building a program from top to bottom, one with a strong brand identity for the 21st Century.
Most of that brand building is far from Saturday afternoons.
"When you do something, it's not just a reflection of you,'' Cox said. "It's a reflection of you, your parents, and the Gators brand. Be cognizant of what you are doing."
Win the day. At practice. In the classroom. In the public spotlight.
"He's building a program with the mindset of, 'what is the brand of Florida?' '' Shannon said. "The brand of Florida is unique."
Even more so with McElwain at the helm.
