Why universities abandon their brand positioning with Ethan Braden

Ethan Braden, Vice President and Chief Marketing Officer at Texas A&M University, shares his insight into how to create a strong position in a crowded higher education space, what brands he looks to for inspiration, and how he intends to make waves in his new role.

5 min read
“Stand for something for someone and don’t try to be everything to everyone.”
“Disproportionately focus and invest [in brand] because it will take time to shift a university that is often over one hundred years old and has thousands of past and present students.”
“I can’t tell you how a lot of universities are different, but I can tell you how Trader Joe’s and Liquid Death stand out and what they mean to their target audience.”
“You have to be in the game to win it.”
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