Join us on CMO Weekly as host Haley Clover sits down with Ethan Braden, Vice President and Chief Marketing and Communications Officer at Texas A&M University. Ethan leads the brand narrative and creative strategy for one of the largest and most storied public universities in the U.S., on a mission to bring the Texas A&M story to the nation and the world.
In this episode, Ethan shares his incredible career journey and a masterclass in modern brand building:
Key Takeaways & Discussion Points:
From Corporate to Campus: Ethan discusses his career evolution, starting with a decade at Eli Lilly and Company before following his mentor to Purdue University, where he became CMO and transformed their marketing efforts into a recognized "juggernaut" in higher education.
The Power of the Texas A&M Brand: He dives into the unique challenges and opportunities of marketing an institution steeped in 150 years of tradition, including the power of the Aggie Ring and the electric experience of a packed Kyle Field. Ethan emphasizes the need to take their story beyond the state to a national and global audience.
The New Rules of University Marketing: Learn how Ethan's team at Texas A&M is driving impact with a commitment to excellent video storytelling and leveraging the "ABCs of YouTube" to generate millions of views, fundamentally changing the university's content strategy.
The Great Marketer vs. The Expert: Ethan shares the invaluable advice that shaped his career: the importance of becoming a "great marketer" with foundational, transferable skills rather than focusing too narrowly on being a "subject matter expert." He stresses that strong marketing principles will translate across any industry—from pharma to higher education.
Building a World-Class Team: Hear about the strategic priorities he set for his marketing division, including establishing a comprehensive, insight-based brand platform and cultivating a united "marketing community" to ensure a harmonious brand voice across the massive university system.
This is a must-listen for marketing professionals, higher education leaders, and anyone interested in the strategy behind elevating a global brand.