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UCLA coach Mick Cronin rips his players, which often leads to wins [Video]

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Brand Strategy

UCLA coach Mick Cronin sounded exasperated as he cataloged his team’s crimes against his brand of basketball, pointing out his players didn’t play defense and allowed their opponents to push them aside to collect rebounds. The details he recalled during his 10-minute postgame news conference were intended to support an overarching thesis.

“We’re soft,” he said.

The blunt appraisal after No. 22 UCLA’s 94-75 crushing defeat to No. 24 Michigan at Pauley Pavilion on Tuesday night was part of an annual tradition during which Cronin questions the character of his players and declares they lack the ability to win without exerting maximum effort.

Not everyone is enamored with the approach, a segment of UCLA’s fan base insisting he should temper his sideline behavior and take greater responsibility for his team’s failures.

But here’s the thing: His approach works.

While it’s fair to be suspicious of his acumen as an offensive coach or wonder whether his old-school style will prevent him from landing …

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