Episode 168: Purdue University's Bold Brand Moves

What can small business owners learn from one of the most innovative marketing teams in higher education? A lot more than you might think. In this episode, I sit down with Kelly Hiller, Chief Marketing Officer of Purdue Brand Studio, and Bailey Leffler, Director of Brand — two women who are rewriting the rules on brand partnerships, storytelling, and creative risk-taking. Purdue University has become known for pushing boundaries: the Hello Sunshine collaboration, the Taylor Swift "STEM Era" activation with e.l.f., the record-shattering Solar Eclipse event at the Indianapolis Motor Speedway, and the emotionally charged "What Can You Imagine at Purdue?" brand film. These aren't just campaigns. They're bold, strategic moves rooted in possibility, alignment, and a crystal-clear brand platform. In this conversation, Kelly and Bailey pull back the curtain on: Possibility as a discipline — how they create a "shoot your shot" culture where big ideas can grow. Freedom within the framework — why brand constraints actually increase creativity. Collaborations that make history — what separates a logo-slap sponsorship from a revenue-generating, reputation-building partnership. Emotional intelligence in leadership — how Kelly leads more than 100 creatives with trust, clarity, and cultural alignment. The power of internal buy-in — why brand storytelling only works externally when your team understands who you are internally. Data-backed creativity — how every bold move is rooted in research, clear KPIs, and strategic iteration. The future of higher-ed marketing — and what small business owners can borrow from Purdue's approach right now. Whether you're a solopreneur, a founder, or a small business owner trying to stand out in a noisy marketplace, this episode will teach you how to think bigger, partner smarter, and build a brand that feels both audacious and aligned. If Purdue can make history through bold, strategic storytelling… so can you.   Brand for Good Links Email your thoughts about this episode: [email protected] Join the Peerless Brands Facebook community by Prosper for Purpose: https://www.facebook.com/groups/peerlessbrands Follow me on LinkedIn: https://www.linkedin.com/in/lorraineschuchart/ Follow Lorraine on Instagram: @lorraineschuchart Follow Prosper for Purpose on Instagram: @prosper4purpose Additional resources from Prosper for Purpose: https://www.prosperforpurpose.com Episode Link: https://theprosperproject.libsyn.com/website/episode-168-purdue-universitys-bold-brand-moves Get full access to Lorraine Schuchart at lorraineschuchart.substack.com/subscribe