The Future of Higher Ed Branding, Authenticity and Alumni Stories

Faith Leaders Mini-Series - Episode 250 (2 of 4) In this special mini-series, Bart Caylor explores the intersection of faith and higher education through conversations with influential Christian university leaders from across the country. Recorded live at the 2026 CCCU International Forum. This week they are joined by Jason Cook, Vice President for Marketing and Communications and Chief Marketing Officer at Baylor University. Jason shares how Baylor is building a distinctive brand through authentic storytelling, alumni engagement, community partnership, and intentional differentiation in an increasingly competitive higher education landscape. What We Cover in This Episode 🔘Why authentic alumni stories are one of higher education’s most powerful marketing tools. 🔘How institutions can differentiate themselves instead of blending into rankings-driven sameness. 🔘The importance of intentionality in higher ed marketing and storytelling 🔘How Baylor is helping shape the cultural identity and momentum of Waco, Texas. 🔘Why brand clarity matters more than ever during the enrollment cliff. Episode Highlights 02:10 - How alumni shape brand perception through authenticity and outcomes 05:30 - Finding and activating alumni stories through intentional storytelling 08:40 - Balancing nostalgia with forward-looking student engagement 12:05 - Why rankings can push institutions toward sameness 15:18 - Building brand differentiation through clear institutional identity 29:15 - Lessons for institutions of every size to influence their communities The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, AI expertise, and branding needs. To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player. The Higher Ed Marketer Podcast is proud to be a part of The Higher Ed Marketer Podcast Network.