Scheduler 2024

Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.

Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.

Building Brands that Matter

R. Ethan Braden  (Vice President, Chief Marketing and Communications Officer, Texas A&M University)

Location: Room 29CD

Date: Wednesday, October 23

Time: 10:10 am - 10:50 am

Pass Type: All Access, Main Conference, Main Conference Plus, Digital - Get your pass now!

Session Type: Session

Track: Big Ideas

Vault Recording: TBD

Great brands don’t just happen. Rather, they are intentionally and purposefully built over time on certain bedrocks, including a great story and position. And how well a brand is delivered externally depends on how well it is understood internally.

Ethan has developed a flourishing marketing expertise and career with a rare combination of leadership roles across the Federal Government, healthcare, consulting, higher education, and non-profit. He shares, and has demonstrated, that the keys to building remarkable brands transcend sectors, demographics, and unmet needs, based on the work and writings of David Ogilvy, David Aaker, Darryl Travis, Seth Godin, Tim Calkins, Adam Grant, Ross Simmonds, April Dunford, Donald Miller, and many others.

Attendees will be encouraged to discuss their favorite brands, their least favorite brands, how these brands make them feel, and why that matters.

As Philip Kotler once said, "Marketing takes a day to learn. Unfortunately, it takes a lifetime to master." Join us as Ethan shares stories, videos, practical lessons, and 5 best practices from remarkable brands, including Apple, Google, Barbie (Mattel), Dove, Volvo, Warby Parker, Lego, Purdue University, and others that have enchanted audiences and changed lives, leaving you inspired and better equipped to ensure your brand truly matters.


  • Understand what a brand is, what it isn't, and why marketers and non-marketers alike should care, particularly in crowded, complicated, and competitive industries.
  • Learn 5 best practices or principles that help make an "enchanting" and "remarkable" brand.
  • Understand and be able to specifically evaluate your and your team's brand building and marketing efforts to ensure your brand truly matters to target audiences.