Creating a masterbrand: How Purdue University uncovered essence

22 Jun 2021
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Creating a masterbrand: How Purdue University uncovered essence

Creating a masterbrand: How Purdue University uncovered essence

22 Jun 2021
About the speakers
  • Dave Moore
    Dave Moore
    Market Research Consultant at Purdue University
    Dave has over 20 years of market research experience in the pharmaceutical industry, building industry leading brands. Following his departure from his role as Sr Director of Global Market Research at Eli Lilly & Co, Dave has been working with Purdue University as a Market Research consultant. Dave has served as a trustee for Marketing Sciences Institute and been a member of the Insights Association. He has spoken at numerous market research conferences throughout the country. Dave holds a bachelor of science in Engineering from Purdue University and earned his MBA from the Kelly School of Business at Indiana University. He currently an adjunct professor at Butler University, teaching a class on market research.
  • Ethan Braden
    Ethan Braden
    Senior Vice President, Marketing and Communications at Purdue University
    R. Ethan Braden serves as the Vice President of Marketing at Purdue University where he leads a central marketing staff of 60 individuals who cultivate, excite and unite a world-class marketing community and develop, execute, evolve and protect the University’s brand strategy to enhance national and global visibility, engage alumni and donors, and recruit the very best students, faculty, staff and research partners. Previously, Ethan served Eli Lilly & Company for more than a decade in a variety of senior marketing and sales leadership roles in the US and throughout the Emerging Markets, managing some of Lilly’s and the pharmaceutical industry’s largest, life-changing brands, such as Cymbalta, Zyprexa, Prozac, Trulicity and Jardiance. Ethan was twice named Lilly Marketer of the Year. Ethan earned his Bachelor’s of Arts in Economics and Spanish from Willamette University (Salem, Oregon) and his MBA in Marketing and Management from the University of Notre Dame. Ethan lives in West Lafayette, IN, with his wife, Betsy, and their three-year-old son, Benjamin.

Key takeaways

A great brand strategy should be built from what your audience needs. It should be more about them than about you.

Leverage the power of story.

A good strategy is about building a brand, not a campaign.