In a recent conversation with Kelly Hiller, CMO at Purdue University, CRHEATE discussed what happens when a university stops thinking like a publisher of information and starts behaving more like a living brand. Read on, this is the good stuff

There’s a lot to like about the creativity applied to the Texas A&M brand. But this beauty is waaay more than skin deep. CRHEATE sat down with R Ethan Braden VP and CMO to share the journey.

If governance is now centre stage, it needs clarity, narrative and leadership – not just structure.

Earlier than you think – because clarity shapes impact long before communication begins.

If you can’t define your value, no amount of messaging will fix it.

A practical gut check for whether your brand idea is true, distinctive and built to last.

In a world where leading brands use immersive experiences to show what they stand for, higher education is largely missing in action. But what could you do and why?

Brian MacDonald shares ideas with CRHEATE

Policy is pushing universities to define their role – the real challenge is making it understood.

Brand is already shaping strategy – the problem is most institutions don’t recognise it.

They have the raw material – the question is whether they’re willing to use it.

What standout brands teach us about evolving without losing what makes them matter.

The ambition for better brands is there. Alignment, permission and structure are what’s missing.

In uncertain times, brand isn’t decoration – it’s how institutions build trust and stay relevant.

Brand isn’t a comms output – it’s a leadership decision.

Why storytelling isn’t decoration – it’s how organisations make meaning stick.

This episode is a conversation about bold ideas, authentic storytelling, and why emotion still matters in higher ed marketing.

You're going to love the work and hopefully get some insights from the review.

CRHEATE is a big fan – of Adam and the work!

Looking beyond the sector for inspiration on what great brands actually do.

Brand, done properly, is one of the most effective tools for transformation.

If you want attention and relevance, look outside your category.