Imitation is often the sincerest form of flattery.

In the case of Baylor, it’s trying to operate in a similar fashion to a fellow in-state institution.

Texas A&M Senior Associate Athletic Director Jason Cook is leaving College Station in favor of taking the Vice President position at Baylor.

Known as the “brand master” within the school, Cook is rooted in marketing and communications. Prior to becoming the Associate Athletic Director, Cook worked for six years to extensively revamp the brand of the school.

This included working closely with the SEC Network, enhancing the fan experience, and also oversaw the Kyle Field renovations.

The Educational Marketing Group had this to say on Cook:

“Mr. Cook assisted in transforming Texas A&M University from a longstanding all-male military school perception to the vibrant brand image of a well-known and thriving top-20 research institution. He leveraged the growing national fame of freshman football star Johnny Manziel and the buzz surrounding the quarterback’s Heisman Trophy candidacy to effectively showcase the University brand.”