How do you take a brand that inspires extraordinary loyalty on the inside and make the rest of the world understand why it matters?

That’s the challenge Ethan Braden took on when he became Vice President and Chief Marketing and Communications Officer at Texas A&M University three years ago.

Texas A&M was already one of the largest and most influential universities in the country, with generations of fiercely loyal Aggies. But outside Texas, the story was very different. Research showed that 40% of Americans had either never heard of Texas A&M or had no association with it, and when asked what came to mind, the most common answers included football, sports and, remarkably, “nothing.” And Ethan saw an enormous brand opportunity.

Tune in as Jim talks with Ethan about the playbook he has used to help transform the reputation of Texas A&M, building on lessons from more than a decade at Eli Lilly and five years leading marketing at Purdue University.

Ethan shares why marketing should be an enterprise value creator rather than a communications function, how Texas A&M turned YouTube into a strategic storytelling engine generating more than 150 million views, and why unconventional partnerships with NASCAR, IndyCar, Dude Perfect, Buc-ee’s and others are helping introduce the university to entirely new audiences.

Plus, Ethan reflects on his unlikely journey from childhood gymnast to college football player to marketer, the career opportunity he didn’t get that ultimately led him to Texas A&M, and why becoming a husband and father fundamentally changed his definition of ambition and success.

—

Meet The CMO Podcast On the Road

The CMO Podcast will be on the road throughout early 2027, capturing conversations with the leaders shaping the future of marketing, leadership, and business. If you'll be attending one of these events, we'd love to connect. Let us know!

Advertising Week New York | October 6
BLINK Cincinnati | October 8
ANA Masters of Marketing | October 20–22
CES | January 5-7

—

Interested in partnering with The CMO Podcast?!

Looking ahead to the rest of 2026 and into 2027, we're partnering with brands to create executive content platforms that extend far beyond a single event. From pop-up podcast studios and live recordings to executive roundtables, keynote conversations, and bespoke thought leadership programs, we work with partners to build meaningful experiences that connect with senior marketing leaders.

Whether you'd like to partner with us at one of the industry's biggest marketing events or create a custom experience designed specifically for your brand, we'd love to explore what's possible. Reach out to learn how we can build something together.

Email us at podcasts@vyve.co

—

Produced by vYve

The CMO Podcast is proudly produced by vYve Production, a full-service production and content studio specializing in podcasts, executive storytelling, branded content, and live experiences.

vYve is a community of ambitious leaders dedicated to unlocking what's next in business and in life. Through executive coaching, transformative experiences, strategic content, and communities like The CMO Podcast, vYve helps entrepreneurs, corporate leaders, and teams grow their businesses, strengthen their leadership, and build meaningful connections that last.

Learn more about vYve and The CMO Podcast community at www.vyve.co.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Beyond Football: How Ethan Braden Is Building the Texas A&M Brand

The CMO Podcast

Beyond Football: How Ethan Braden Is Building the Texas A&M Brand