Kelly O’Keefe and Matt Williams from the Brand Federation talk with our president, Steve Gilman, about the relationship between brand and culture in this episode of Brand Story.
It all comes back to Brand. We talk about how Brand is culture and culture is your competitive advantage, as long as what’s stated externally is genuinely embraced internally. We also discuss that the brands with strong, authentic convictions are the ones that aren’t just going to win more business, but are going to win more A+ talent, too.
Brands can be a positive catalyst for change and a redemptive force in society. But, it’s going to take more than what brands have historically done to step up, commit, and lead the way.
About the Guest
Kelly O' Keefe & Matt Williams
Founding Partner and CEO, Managing Partner and Chief Growth Officer, Brand Federation
Kelly’s Career Story
Kelly O’Keefe is a respected brand strategist, professor and chair of the creative brand management program at the VCU Brandcenter — a master’s program for advertising, branding and creative problem-solving at Virginia Commonwealth University’s School of Business. He’s an inductee in the Virginia Communications Hall of Fame, a former Richmond Ad Person of the Year, as well as Virginia Entrepreneur of the Year.
Matt’s Career Story
Prior to joining Brand Federation in 2019, Matt was CEO of The Martin Agency, one of the world’s most creatively recognized advertising agencies. Over his 26-year career at Martin, he helped the agency become the 25th-largest in the US and managed brand strategy development for world-class brands like GEICO, OREO, UPS, Discover Financial, Walmart, and Benjamin Moore.