I live here (Lake Conroe/The Woodlands) and I can tell you the loyalties of t-shirt fans are fleeting. You should have been around here in the Vince Young/Colt McCoy Era, the sound of the Aggie "loyalists" was deafeningly silent. There's nothing like having boots on the ground to build the brand.
I still remember when Texas took the San Antonio market from A&M when they established their San Antonio campus (I have a large extended family in the SA/Hill Country Area and a cousin that teaches in the UTSA School of Dentistry).
With the UofH being a commuter school and Rice being content living in their little academic cacoon on S Main there isn't much standing in the whorns way of branding Houston and their "H-TownTakeover". With the Baylor College of Medicine and the U of Texas Health Science Center (both partnering with MD Anderson, Texas Children's Hospital, St Luke's and Methodist Hospital) dominating the World's largest Medical district, expanding the brands will be much easier. I hope our Rengents are smart enough to purchase Houston Baptist and get our own piece of the pie. Purchasing Dallas Baptist would be nice too.
With Jerry Jones, Drayton McLane and Baylor Scott & White Hospital Systems partnering to build the new Sports Medicine Clinics, at the Cowboy's complex in Frisco and across from McLane Stadium in Waco, soon when Texans think Sports Medicine they'll think Baylor. Not too bad for recruiting athletes, coaches and building the brand.