Braden's job is not to invent a different brand but to make the real one 'impossible to ignore' and 'easy to understand'. Listen
Braden says that to be the best university 'for the nation', the nation has to know A&M on its own terms. That means understanding what audiences want from A&M's students and research and then appealing to it. The same two criteria, impossible to ignore and easy to understand, later act as the first filter for which stories his team pursues.
“We can't be ignored. We have to be impossible to ignore and we have to be easy to understand and demand.”
Listen to the episode Episode Positioning & marketing Link to this