The difference is that the powers that be at K State decided they wanted to be good. The powers that be at Wake only want to not be horrible. That's perhaps a bit of an overstatement, but Wake will never be consistently good unless the administration, top to bottom, decides being consistently good is a priority. Wake is in a tough spot. We aren't good enough in sports to develop a crossover brand, and because we don't have that brand, it's harder to recruit. Clawson and crew seem to at least understand the value and methods to marketing in 2015, which is at least a start.
As an aside, the speaker before me at a recent corporate conference was a branding guy. I only caught part of it, but the gist of it was that traditional marketing is almost useless on younger people. They tune it completely out. It's all social media and word of mouth based now. I don't have the slides in front of me, but he had a ton of empirical information backing this up.
I think Wake has been a little slow to get on the modern marketing bandwagon.