Welcome to this episode of the Marketing Vanguard podcast. Today, Jenny Rooney speaks with Ethan Braden, Chief Marketing Officer at Texas A&M University, about building one of America’s most consequential higher-education brands.

Ethan shares how his journey from Eli Lilly to Purdue University to Texas A&M shaped his approach to leadership, storytelling, and reputation management in complex institutions. He discusses how to balance tradition and innovation, why universities must think like modern brands, and how collaborations, from NASCAR to Dude Perfect, can open new doors for engagement and national relevance. This conversation is a masterclass in brand building that applies far beyond academia.

What You'll Learn:

• How to transition corporate marketing expertise into higher education.
• The strategic difference between driving student demand and building national reputation.
• How to craft a brand narrative rooted in mission, culture, and community.
• Why understanding your “product” and your audience defines long-term success.
• How collaborations and partnerships expand reach and relevance.
• How AI and technology are reshaping marketing team structures.
• The leadership mindset needed to turn institutions into admired brands.

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