Marketing Vanguard: Inside the Mind of a University CMO – Ethan Braden on Turning Texas A&M into a National Brand

Podcast: Marketing Vanguard (Adweek)
Date: November 5, 2025
Host: Jenny Rooney
Guest: Ethan Braden, CMO of Texas A&M University

Episode Overview

In this episode, Jenny Rooney sits down with Ethan Braden, Chief Marketing Officer of Texas A&M University, to explore how he is transforming a traditionally insular institution into a national brand. They delve into Braden’s unconventional career path, his approach to higher education marketing, the challenges and opportunities of building a university brand, the importance of bold collaborations, and the evolving role of CMOs in academia. Braden shares actionable insights, leadership philosophies, and strategies rooted in commercial marketing, all while reflecting on the unique competitive environment of higher education.

Key Discussion Points and Insights

Ethan Braden’s Career Journey (01:38–03:20)

• Non-linear career: Braden describes his path from Eli Lilly, through Purdue University, to Texas A&M.
  • Pharmaceutical marketing experience at Eli Lilly, both US and international.
  • Transitioned to higher education marketing at Purdue during its 150th anniversary, eventually becoming CMO.
  • Led Purdue Global’s adult online education marketing.
  • Moved to Texas A&M to build a national brand for the university.
• Quote: “Not linear by any means... it’s been a fun journey to go from essentially pharma and the commercial world to higher education.” – Ethan Braden (02:58)

Immersion in University Culture (03:56–05:23)

• Upon joining Texas A&M, Braden focused on deeply immersing himself in campus life and traditions.
  • Met with deans, faculty, students, alumni (“former students”), and attended events.
  • Emphasized empathy and curiosity as a cultural outsider (“not an Aggie”).
• Quote: “Be more concerned about being interested rather than being interesting.” – Ethan Braden referencing Jim Collins/Peter Drucker (05:13)

Marketing Higher Education vs. Marketing a University (05:23–07:22)

• Distinction between selling the value of college itself and the unique value of Texas A&M.
  • Recognizes shifting attitudes toward higher education: alternatives to college, concerns about ROI, and relevance.
  • Texas A&M’s strong in-state legacy but need to evolve for national relevance and future readiness.
• “There’s a melding... is it worth the time and my money and then where and why?” – Ethan Braden (06:37)

Strategic Shift: Building National Reputation (07:46–09:50)

• Focus: Move from regional to national brand recognition.
  • 95% of undergraduates are from Texas; goal is to expand the university’s profile.
• Brand audit: Only 40% of national respondents had heard of Texas A&M; most common associations were football and sports.
  • Braden aims to shift perception toward innovation, values, service, and national impact.
• Quote: “What do you want those five words to be in five years? And they’re never [just] those five.” – Ethan Braden (09:11)

The Value of National and Global Visibility (09:50–11:39)

• National branding benefits recruitment, faculty retention, research partnerships, donations, and media influence.
  • “The better we build our brand nationally and internationally ... the more students are going to want to come here, the better the faculty, the more research partners, and the more we’re seen as relevant and valuable.” – Ethan Braden (10:38)

Navigating a Hyper-Competitive Landscape (11:39–14:29)

• University branding described as an “arms race” due to demographic declines and increased competition.
• Braden’s Philosophy: Focus on winning, not competitors. Deeply understand the audience and product.
• “Winners are focused on winning and losers are focused on winners. I don’t worry about what other universities are doing...” – Ethan Braden (12:54)
• Seeks to create “ecstatic admiration and respect for Texas A&M” (13:58), believes great brands both attract and repel.

Bold Brand Collaborations (14:29–16:57)

• Partnerships are strategic, on-mission, and impactful.
  • Media partnerships, NASCAR teams, IndyCar with Felix Rosenquist, retail collaborations (e.g., Buc-ee’s stores on campus).
  • Synergy with influencers (Dude Perfect; alignment of family-focused, values-based entertainment).
• Quote: “It might be bold, it might be different, but can I pass the red face test of saying, ‘yeah, we’re going to do this with this, and here’s why?’” – Ethan Braden (14:52)
• Higher ed is typically slow to take risks; Texas A&M embraces bold moves.

Team Structure and the Impact of AI (17:11–17:58)

• Braden leads a central marketing team of about 65, transitioning roles and skillsets due to advances in AI.
  • Fewer writers needed; larger focus on “AI-curious and AI-serious” staff.
  • Integrates freelancers, agencies, and technology into a broad marketing engine.

Leadership Style and Team Culture (18:33–19:55)

• Braden is described as visionary, empowering, and championing his team’s achievements.
  • Invests in ongoing education (e.g., Mark Ritson's Mini MBA for executives).
  • Encourages external learning and aims to be 18–24 months ahead of trends.
• “I think they’d say I’m their biggest cheerleader and bragger, because most of the time I have nothing to do with the work...” – Ethan Braden (18:49)

Comparing Higher Ed to Traditional Marketing (20:19–22:09)

• Many parallels between big corporate and university marketing: complex organizations, huge budgets, slow-moving cultures.
• Unique challenges: “influence without authority,” broad stakeholder base.
• Positions higher ed as a “training ground for marketers.”
• “Trying to move that is like moving the Titanic…” – Ethan Braden (20:30)

Evolution of the CMO Role in Universities (22:14–24:15)

• CMOs increasingly necessary and empowered in higher ed.
• Key requirements: “enough clay to mold something beautiful” and a direct reporting line to the university president.
• Industry leaders are crossing into higher ed; the category is professionalizing and attracting top talent.

Defining Success and Ambitions (25:17–28:08)

• Braden’s vision: Build “the finest high performance marketing engine in higher ed and beyond.”
  • Aims for Texas A&M to become “the most visible, the most respected, the most trusted, and the most consequential university in the nation.”
• Quote: “We can debate all day what are the best universities in the nation. I have no debate when I say Texas A&M stands to be the best university for the nation.” – Ethan Braden (26:22)
• Seeks to benchmark against global best-in-class brands, not just peer universities.

Who’s Next? Recommendations for Future Guests (28:25–29:40)

• Braden nominates two Aggie alumni:
  • Federico Muyshondt (CEO, BodyArmor; former CMO, Chobani): “An unbelievable, convicted leader mounting the charge to beat Gatorade.”
  • Tyler Merrick (CEO, Joyride Sweets): “They’re going month to month as the number one or number two candy in Target...they’re incredible mentors.”
• Suggests an alumni symposium to connect marketing leaders with students.

Notable Quotes & Memorable Moments

• On career moves: “Always take jobs where there’s enough clay to mold something beautiful.” (22:27)
• On strategic focus: “The American public ... 40% of America had never heard of or had no opinion of Texas A&M University.” (08:51)
• On ambition: “We want to make this place incredible. And at the same time, I do feel the weight of the industry, of making sure that we’re seeing these great marketers making a giant impact in a place that the country needs.” (27:08)
• On learning from other brands: “There’s always a bigger bear when it comes to our marketing industry. We can always do this better, bigger, faster, more efficiently, different. So we can’t become complacent whatsoever.” (27:37)

Timestamps for Important Segments

• Career Journey: 01:38–03:20
• Immersing in University Culture: 03:56–05:23
• Marketing Higher Ed vs. the University: 05:23–07:22
• Building National Reputation: 07:46–09:50
• Brand Value & Audience Impact: 09:50–11:39
• The Competitive Landscape: 11:39–14:29
• Brand Collaborations: 14:29–16:57
• Team Structure & AI: 17:11–17:58
• Leadership Approach: 18:33–19:55
• Advice to Aspiring Higher Ed Marketers: 20:19–22:09
• The Future of the CMO in Academia: 22:14–24:15
• Vision for A&M: 25:17–28:08
• Guest Recommendations: 28:25–29:40

Tone and Takeaway

Braden speaks with infectious enthusiasm, strategic clarity, and humility. He champions curiosity, boldness, and a values-driven approach, positioning marketing as central to both university advancement and the future relevance of higher education. This conversation is as much about redefining an institutional brand as it is about the evolution of marketing leadership itself.

Recommended for listeners interested in:

• Brand building and marketing leadership in new sectors
• The future of higher education
• Organizational transformation and storytelling
• Real-world insights into the evolving CMO role