THAT is how you flip the script, stare down the elephant in the room and turn a negative into a positively memorable introduction to your new high-profile position. THAT is how you win the press conference, and THAT is exactly what Auburn’s new athletics director, John Cohen, did Tuesday.
He did it with five simple words repeated six times, punching the first word for emphasis, answering the Why Auburn? question with audacity and authority for those who don’t get it or won’t admit it.
“THAT,” he said, “is Auburn being Auburn.”
Cohen didn’t just highlight a half-dozen powerful selling points for himself and perhaps for prospective football coaching candidates. He punctuated each attribute – quality of the university, three Heisman winners, game-changing athletes in multiple sports, Hall of Fame coaches, championships and unique traditions – with that new twist on an old insult.
Tired: JABA (Just Auburn being Auburn). Not a compliment.
Wired: ABA (Auburn being Auburn.) An exclamation. Like War Eagle. Or Go Crazy.
