The Future of Higher Ed Marketing Leadership: Why Marketers Must Lead the Narrative

Higher ed marketing leadership is no longer just about managing campaigns—it’s about shaping the university’s brand, reputation, and public perception. 

With shifting demographics, rising skepticism about the value of a degree, and the ever-expanding digital landscape, universities can no longer afford to sit back and let their stories unfold passively.

Ethan Braden, Vice President and Chief Marketing and Communications Officer at Texas A&M University, believes marketing teams must be the drivers, not the driven. 

He challenges higher ed marketers to stop reacting to external pressures and instead take proactive ownership of their institution’s brand, reputation, and narrative.

In this special 200th episode of The Higher Ed Marketer podcast, we welcome back our very first guest, Ethan Braden, who has transitioned from leading marketing at Purdue University to spearheading the brand strategy at Texas A&M. 

Throughout our conversation, he shared why higher ed marketing leadership must evolve, what it takes to shape public perception, and how universities can leverage their culture, traditions, and research to build a nationally recognized brand.

From the Passenger Seat to the Driver’s Seat: Redefining Higher Ed Marketing Leadership

For too long, many marketing teams in higher education have been reactive rather than proactive. 

Whether it’s responding to declining enrollment numbers, reacting to rankings, or following trends set by other institutions, higher ed marketing has often been positioned as a support function rather than a strategic driver.

Ethan Braden argues that this mindset needs to change.

“Marketing teams must be the catalysts of their institution’s reputation. If we’re only reacting to what’s happening around us, we’re not leading—we’re simply being led. And that’s not how great brands are built.”

At Texas A&M, Ethan is working to shift marketing’s role from a support department to a strategic force that actively shapes the university’s national reputation. His goal? 

To ensure Texas A&M isn’t just known in Texas but recognized across the country and around the world for its academic excellence, research breakthroughs, and distinctive student culture.

The takeaway for higher ed marketers: Stop waiting for permission to lead. Start shaping the story before others do it for you.

Marketing with Purpose: Aligning Brand with Institutional Mission

A key challenge in higher education marketing is ensuring that marketing efforts are aligned with the core mission of the institution. 

Many universities struggle with fragmented messaging—different departments pushing different narratives, leading to a diluted brand identity.

Ethan believes that higher ed marketing leadership must focus on purpose-driven branding, ensuring that every story told is deeply connected to the institution’s mission.

“At Texas A&M, we aren’t just talking about our football team or our traditions—we’re talking about the impact our graduates are making in the world. We’re telling stories that reflect our core values: leadership, excellence, integrity, and selfless service.”

This means universities need to dig deeper into what truly sets them apart. 

What values define your institution? 

What impact are your students, faculty, and alumni having on the world? These are the stories that create authentic and lasting brand recognition.

For marketers, the lesson is clear: Don’t just promote programs—promote purpose.

Speed Saves: Moving at the Pace of Relevance

Higher education institutions are not known for their speed and agility. 

Decision-making processes can be slow, approvals can take weeks (if not months), and by the time a marketing campaign is launched, the moment may have passed.

Ethan sees this as a major weakness in the industry.

“Mitch Daniels, former President of Purdue, used to say: ‘Speed saves.’ If we’re too slow to respond, we miss opportunities. Universities need to start operating with a sense of urgency, just like businesses do.”

This doesn’t mean rushing campaigns without strategy—it means creating a culture where marketing teams are empowered to act quickly. Some ways to do this include:

• Reducing bureaucracy: Streamline approval processes so marketing teams can react in real-time.
• Empowering decision-makers: Allow marketing leaders to take calculated risks without excessive oversight.
• Leveraging technology: Use AI, automation, and data-driven insights to execute campaigns faster.

For marketing teams, being proactive isn’t just about storytelling—it’s about moving fast enough to stay ahead of the narrative.

Shaping the University’s National Reputation

Many universities have strong regional reputations but struggle to gain national or global recognition. Texas A&M, despite its massive alumni network and research impact, still faces this challenge.

Ethan is determined to change that narrative.

“Right now, 40% of Americans either don’t know Texas A&M or have no opinion of it. That’s a problem. If we want to be seen as a top national university, we need to tell our story beyond our borders.”

His approach? Leverage the university’s strongest assets—its people, traditions, and research—to create a brand that resonates nationally.

1. People: The Heart of the Brand

Ethan believes great universities aren’t just built on programs—they’re built on people. 

Whether it’s students, faculty, or alumni, the most compelling marketing stories are always human-centered.

At Texas A&M, this means showcasing:

• Students who embody the Aggie spirit of leadership and service.
• Faculty conducting groundbreaking research in national security, climate, and space.
• Alumni making an impact in business, politics, and beyond.

2. Traditions: More Than Just a Symbol

Many institutions have long-standing traditions, but few leverage them effectively in their marketing. 

Texas A&M’s traditions—such as the 12th Man, Silver Taps, and Muster—are powerful differentiators that build emotional connections.

“If a university has unique traditions, those need to be amplified. Traditions tell the story of culture, and culture is a massive brand differentiator.”

3. Research: Telling the Innovation Story

Despite being a powerhouse research institution, Texas A&M isn’t widely recognized for its innovation and research impact. Ethan is working to change that.

“The world needs to know that Texas A&M isn’t just about football—it’s about pioneering research in areas like national security, healthcare, and sustainability.”

This approach can be applied at any university: Identify key research strengths, package them into compelling stories, and share them strategically to boost reputation.

Final Takeaway: Higher Ed Marketers Must Be Bold Leaders

Ethan Braden’s message is clear: Marketing in higher education must shift from reactive to proactive.

• Own the brand narrative—don’t let others define it for you. 
• Align marketing with institutional mission and purpose.
• Move fast—speed saves.
• Leverage people, traditions, and research to build a national reputation.

The future of higher ed marketing belongs to those who lead with intention, move with urgency, and tell stories that matter.

As Ethan put it:

“Great universities don’t wait for recognition—they create it.”

🎧 Listen to the Full Episode

Want to hear Ethan’s full insights? Tune in to Episode #200 of The Higher Ed Marketer podcast now!

Take Control of Your Brand Narrative with a Strategic Content Marketing Plan

Higher ed marketing leadership isn’t just about reacting to trends—it’s about owning your institution’s story and positioning it for long-term success. 

If your university’s message isn’t clear, consistent, and compelling, you risk being overshadowed by competitors or misunderstood by your audience.

At Caylor Solutions, we specialize in Content Strategy and Marketing that helps universities like yours:

✅ Create powerful, relevant content that attracts and retains the right students.
✅ Align messaging with your institutional mission to build a strong, unified brand.
✅ Distribute content effectively across digital channels to maximize engagement.
✅ Tell compelling stories that showcase your institution’s traditions, people, and research strengths—the key brand assets Ethan Braden emphasized.

Don’t let your university’s brand be defined by others. Take charge of your narrative with a content strategy designed for impact.

Let’s craft your content strategy today. Contact Caylor Solutions to get started!

---

Looking for Enrollment Marketing Content that Works?

You’re in luck! We’ve curated 25 awesome ideas inspired by top higher ed institutions across the country and put them in one handy guide: 25 Ideas for Great Admissions Content.

In this popular resource from Caylor Solutions, you’ll get…

• • 25 enrollment marketing content ideas you might never have considered before
  • Guidance on how to use each one for best results
  • Brief discussion on why they work to help you sell these ideas to your team

Get inspired.
Get enrollment results.
Get 25 Ideas for Great Admissions Content.
Download your copy today!

Featured image via tamu.edu