Research Insights

Marketer R. Ethan Braden works in a crowded space.

Texas A&M University, where he serves as vice president and chief marketing and communications officer, is one of over 4,000 universities in the United States.

So, how does a university grab attention, encourage people to apply, and win their commitment to attend?

It starts with a brand that matters. “Great brands don’t just happen. They don’t just fall out of the sky,” says Ethan, the 2023 Content Marketer of the Year for his work at Purdue University and Purdue Global.

“The great brands are built on great strategy ... and of course, the story,” he says.

Watch the video above and learn how to make brands matter in any industry in Ethan’s keynote presentation at Content Marketing World.

Visit the Content Marketing World website for the latest on all things CMWorld.

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Content Marketing Institute Team

The Content Marketing Institute team byline indicates this article reflects the collective work of the CMI team. CMI is a global marketing education and training organization dedicated to advancing the practice of content marketing. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, research, and training and certification, and send teams to Content Marketing World, the largest content marketing-focused event, the Marketing Analytics & Data Science (MADS) conference, and CMI digital events every year. Follow @CMIContent on Facebook, LinkedIn, and Instagram, and use the hashtag #CMWorld.

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