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:
- 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).
- 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.
- 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).
- 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.
- 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.
- 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.
- Unify under a master brand (e.g., “Texas A&M”) while allowing localized expression—consistency ≠ uniformity.
- Higher ed is rich with untold stories. Be curious—find the “clay” and mold it into something beautiful that the world needs to hear.
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:
https://www.linkedin.com/in/robertethanbraden/
Texas A&M University
And find EdTech Connect here:
Web: https://edtechconnect.com/
Chapters
- (00:00:00) - The Future of Brands
- (00:00:29) - Ethan Braden on EdTech Connect Podcast
- (00:02:13) - If You Had a Different Career, What Would You Do?
- (00:02:58) - The Mission of Texas A&M
- (00:06:00) - Building a national brand in higher education
- (00:09:51) - Texas A&M University's Branding
- (00:15:57) - Texas A&M University Graduation Ring Day
- (00:16:45) - What's The Secret to Creating Content With Million-Viewers?
- (00:19:49) - Marketing's Culture of Risk
- (00:22:55) - Are You Using AI in Your Company's Strategy?
- (00:25:09) - Vox 2 for University Marketing
- (00:27:10) - What Commercial Brands Inspire Your Work?
- (00:29:18) - What metrics matter most to you in determining whether your positioning is truly
- (00:30:55) - Ethan on Higher Ed Branding
- (00:32:45) - EdTech Connect
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