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In our fractured age, crafting a brand that emotionally inspires trust and loyalty from both customers and employees can seem impossible for large organizations. However, Jeff Harris, Chief Marketing Officer of Sam Houston State University, believes that large brands orgs can still connect authentically in 2024 if they focus on amplifying internal purpose over imposing external perceptions. We got Jeff in the hot seat to break down his six critical insights for C-suite leaders to pilot a cultural marketing renaissance at organizations in 2024 by looking at how he brings them to life at Sam Houston State. Jeff has steadily elevated regional academic institutions’ brands for over a decade by fundamentally listening and understanding audiences before building marketing strategies. He sees the marketing team’s role as almost entirely supportive – bringing together disparate organizational voices into compelling, cohesive stories that serve others while advancing the collective mission.