3-4 Tablespoons sea salt or kosher salt (3 tablespoons if you have a heavy hand with the rub, 4 if you're reasonable)
2 Tablespoons back pepper (freshly coarsely ground is best)
2 Tablespoons brown or turbinado sugar (packed if it's brown sugar)
2 Tablespoons sweet and/or hot paprika (I like half and half)
2 Tablespoons dry yellow mustard
2 Tablespoons garlic powder
2 Tablespoons onion flakes
1 Tablespoon coriander (fresh ground is best)
1 Tablespoon dry cumin

Pulse a few times in the food processor to mix.

1. Coat your brisket and wait 30 minutes to a day.
2. Remove the meat from the refrigerator at least 30 minutes before starting to cook.

12 lb brisket out of fridge for 30 minute will barely warm up on the surface.
Here is the what helps. A lot!
In the morning, before you get your smoker ready, you preheat the oven to 275F, and put the seasoned brisket in.
Than you have plenty of time to cut, chop the wood and start the smoker.
The smoke will penetrate the warm meat 10 times faster then the one that still holds 40F temperature inside.
It is like adding 2 hours to the smoking time, but without drying up the meat.
You only need about 10 hrs in smoke and about 3 hrs covered with foil, in oven at 275F.
(Add 1 thick sliced onion on top, pour 1 cup of water diluted BBQ sauce).

will try your rub. need one w/o the Texas heat for a few of our friends.

only change... for texas rub we add cayenne and/or ancho chili pepper.
with smoked paprika.
cheers