A few weeks ago, the Trustees of famed college Cooper Union voted to begin charging tuition in the 2014 school year. To an outsider, the decision might look like a no-brainer. The school is desperate for cash to keep its doors open, and who could make a fuss about a college charging tuition? That’s what [...]
Tag Archives: Kelly O’Keefe
Transparency is No Longer a Choice
March 29, 2013 – 9:12 am
Almost every day, I see an article or brand study talking about how corporations need to become more transparent. The sentiment is good, but the implication is that transparency is a choice, and that the alternative is to be opaque or shrouded in our actions. This really isn’t the case anymore. We operate in a [...]
How to Avoid Watering Down Your Brand
February 26, 2013 – 8:01 am
What Carnival Cruise Lines & Maker’s Mark Can Teach Us About Brand Decision Making By Kelly O’Keefe (@kellyokeefe) What a month it’s been for brand blunders. In recent days, the world’s largest cruise line, one known for its luxury accommodations, handed its travelers plastic bags and asked them to use them for their solid waste. That [...]
JCPenney’s Rebranding. The “New,” New Coke
June 6, 2012 – 2:09 pm
By Kelly O’Keefe (@kellyokeefe) It was a rare moment in the history of retail branding. Two giants in the field had come together to forge a new path for a tired old brand. Their approach was well researched and brilliantly executed with flourishes of creative genius. So why has it been such a complete failure? [...]
CRT/tanaka Enhances Branding Expertise with Kelly O’Keefe as CCO
June 4, 2012 – 9:43 am
Join us in welcoming Kelly O’Keefe as CRT/tanaka’s new chief creative officer and resident brand expert. As an entrepreneur, a brand veteran of 25 years and a professor at the Virginia Commonwealth University Brandcenter, the nation’s top ranked advertising program, Kelly has a deep pool of experience to draw on when it comes to brands [...]
3 Reasons Why Your PR Team Should OWN Content Marketing:
The BuzzLine – Week 4 – Blanched, Broiled or Fried?:
Network Solutions Changes Perceptions With New Actions:
Failure to Communicate: Learnings from the Ongoing Cooper Union Battle: