Allison Turcio delivers a recap of one of the most compelling sessions from EduWeb Summit 2025 from R. Ethan Braden, Vice President and Chief Marketing and Communications Officer at Texas A&M University. Braden tackled the question we all wrestle with: Does your brand actually matter? His answer: absolutely, but only if it’s rooted in values, clarity, and great storytelling. From challenging the idea of being “for everyone” to turning brand perception into an emotional experience, this session offered a masterclass in higher education content marketing and brand building. If you're looking to sharpen your institution’s identity and ensure your brand drives student recruitment and long-term loyalty, this is an episode you can't miss.

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