EdTech Connect

Ethan Braden: Building Iconic University Brands

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In this episode of EdTech Connect, host Jeff Dillon sits down with Ethan Braden, Vice President and Chief Marketing Officer at Texas A&M University—and the Content Marketer of the Year—to explore how iconic academic brands cut through the noise in a crowded higher ed landscape.

From his days launching billion-dollar pharma brands at Eli Lilly to transforming Purdue into a nationally recognized innovator, Ethan shares how he’s now harnessing tradition, momentum, and mission at Texas A&M to build a brand that resonates globally.

Tune in for a lesson in balancing legacy with innovation, why emotion and data must work hand-in-hand, and how to create content that doesn’t just get seen—it gets remembered.

Key Takeaways:

  1. Define Your “One Thing”:
    • In a sea of 4,000+ universities, schools must be known for something specific. Avoid being a “Swiss Army knife”—focus on 1-2 core differentiators (e.g., Texas A&M’s focus on magnitude, momentum, and mission).
      • Balance Tradition and Innovation:
      • Honor institutional history and values, but stay relevant by evolving to meet audience needs. Great brands (like Disney or Yeti) stay true to their core while adapting to the future.
        • Invest in Both Art and Science:
        • Art: Emotion-driven storytelling and authentic content (e.g., Texas A&M’s viral videos).
        • Science: Data-driven distribution, testing, and platform mastery (e.g., YouTube ABCs, paid amplification).
          • Lead with Courage and Curiosity:
          • Foster a culture where teams can take risks and fail forward. “I’d rather pull you back than have to push you forward.”
          • Hire for AI curiosity and seriousness—it’s a strategic partner, not a replacement.
            • Leverage AI for Insight and Efficiency:
            • Use synthetic market research to test ideas faster/cheaper (e.g., video scripts, naming).
            • AI augments human creativity but doesn’t replace authenticity—stay in control.
              • Measure What Matters:
              • Look beyond views to engagement, watch time, brand equity, and national conversation.
              • Track whether content resonates (e.g., 95% average view duration) and drives perception shifts.
                • Portfolio Thinking Wins:
                • Unify under a master brand (e.g., “Texas A&M”) while allowing localized expression—consistency ≠ uniformity.
                  • Storytelling Is Your Superpower:
                  • Higher ed is rich with untold stories. Be curious—find the “clay” and mold it into something beautiful that the world needs to hear.

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                    Ready to rethink your brand strategy? Follow Ethan’s work at Texas A&M and learn how to blend heart, data, and daring to build a brand that matters.

                    Check out the moving Google Search: Reunion ad here:

                    https://www.youtube.com/watch?v=gHGDN9-oFJE

                     

                    Find Ethan Braden here:

                    LinkedIn                              

                    https://www.linkedin.com/in/robertethanbraden/

                    Texas A&M University

                    https://tamu.edu/

                     

                    And find EdTech Connect here:

                    Web: https://edtechconnect.com/

                     

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                    EdTech ConnectBy Jeff Dillon