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Erin O'Keefe

Creating and curating experiences that matter

Interests: brand development, customer experience improvement; leadership and team coaching; innovation, creativity and learning as tools for organizational change; systems thinking, integrative design thinking

Recent Activity

A Human Responsibility Report?

Much has been discussed in recent years about corporate responsibility reports and integrated reporting. I have heard of a number of companies that are setting new bars for transparency by asking more of themselves when it comes to corporate reporting.... Continue reading

Posted Mar 28, 2013 at Getting Messy

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When crowd-sourcing isn't the answer

Lately, I've been wondering whether professional services companies could learn a little from consumer brands: the ones that welcome the input of customers, and even visibly acknowledge the role they play in evolving the very products and services they buy.... Continue reading

Posted Feb 21, 2013 at Getting Messy

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Gordon - you're not the first to say that. There are critics of Cheryl who say she had plenty of backers and support in the form of influential men who respected and valued her contributions. They were then advocates as well (so when they talk, there are women included in their key messages...) EO

Commented Feb 20, 2013 on What's your 2013 Tagline? at Getting Messy

Can Consulting Services be open-source?

Can Consulting Services ever (appear to be) open-source? Would they want to? I read article after article about consumer products that are improved, tweaked, evolved over time by the very people who buy them. Every time I visit a bookstore,... Continue reading

Posted Feb 19, 2013 at Getting Messy

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What's your 2013 Tagline?

Several years ago I enjoyed a New Year's Eve dinner with a group of friends and friends-of-friends in New York. The evening was fun, the food amazing - but most memorable was the question posed by one of the women... Continue reading

Posted Jan 1, 2013 at Getting Messy

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Breakthrough Capitalism

Here's a great phrase: "breakthrough capitalism". It feels fresh, exciting, and empowering. I feel entrepreneurial inspiration coursing through my veins. We need more of this sort of thinking. I came across the term the website for an upcoming innovation industry... Continue reading

Posted May 29, 2012 at Getting Messy

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Necessary project trajectory?

Continue reading

Posted May 2, 2012 at Getting Messy

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Erin O'Keefe has shared their blog Love the Ones You're With

Dec 1, 2011

Erin O'Keefe is now following Pimp Stitch

Nov 30, 2011

Consistency, not uniformity: speaking different colours

Do we need to speak the same colour? The drive for consistency across geographies is a contentious issue in branding for large organizations. After spending months or years on a brand refresh or repositioning, teams responsible for brand assets feel... Continue reading

Posted Apr 21, 2011 at Getting Messy

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Shift Thinking, Start Doing

Why professional services firms need to promise more, deliver better, and brand like they mean it As economic conditions shift, so do perceptions of value for buyers of professional services. Clients that have put projects on hold are tentatively reaching... Continue reading

Posted Aug 31, 2010 at Getting Messy

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How Pepsi Canada's "refresh everything" could help you re-think your brand experience

So many companies wonder how to engage their employees in a new brand. "We've got a beautiful new visual system, we're ready to hit the 'launch' button and tell the world about what we can offer and why it's different... Continue reading

Posted Jul 6, 2010 at Getting Messy

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Going Digital: Brand Canada can be more than a single idea

I spoke with the Globe and Mail's Simon Houpt earlier this week to comment on whether Canada needs a branding program, and was quoted in his Canada Day article. In the classical sense, a brand for Canada would mean being... Continue reading

Posted Jul 3, 2010 at Getting Messy

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Where the Sidewalk Ends, and unscripted life begins

It's supposed to go like this: Fabulous Woman meets terribly brilliant Fascinating Man. Fabulous Woman falls for said Fascinating Man at an appropriate age (not too young - she had to establish a career; not too old - she wants children, and she's bored with the dating routine). Fascinating Man... Continue reading

Posted Jul 2, 2010 at Love the Ones You're With

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Where do brands come from? Better yet, how do they grow up?

“Where do brands come from?” said the innocent young marketer. “A long, long time ago, brands were born in big buildings, where teams of experts poured over data about target markets and historical buyer behaviour,” said the brand consultant. “Then,... Continue reading

Posted Jun 23, 2010 at Getting Messy

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Defining Brand Canada with Confidence

From Interbrand's 2010 Best Canadian Brands www.interbrand.com How do we understand the brand of Canada? What does it encompass today, and what do we want it to represent in the future? As we head towards our 150th anniversary as a... Continue reading

Posted Jun 23, 2010 at Getting Messy

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Erin O'Keefe is now following The Typepad Team

Mar 15, 2010

Brand Olympics: praise, patriotism and positivity for Vancouver 2010

I’m holding myself back; attempting herein to exercise some manner of journalistic restraint. Faced with the prospect of wrapping up 17 days of serious Olympics glory, I’m full of superlatives. Visitors to the games can’t stop talking about the incredible... Continue reading

Posted Mar 2, 2010 at Getting Messy

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Brand Olympics: what's the value of Olympics sponsorship for Financial Services brands?

Is Olympics sponsorship a meaningful driver for consumers when it comes to financial services? The RBC brand and Vancouver 2010 are so closely tied as to be almost indivisible, considering the bank’s sponsorship of the cross-country Olympic torch relay, their... Continue reading

Posted Feb 23, 2010 at Getting Messy

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Brand Olympics: what Canadian brands can learn from Jon Montgomery

There's something really special about an Olympic Gold medalist. They have the power to inspire us to achieve our greatest goals, no matter how much a stretch those goals may seem. They've committed most of their lives to one very... Continue reading

Posted Feb 20, 2010 at Getting Messy

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Brand Olympics: Canada's New Patriotism is brand agnostic

“I didn’t know Canadians were this patriotic – I thought Americans were more. Not even close" - Shani Davis, US Gold Medalist, 1000M Long-track Speed Skating In Canada, we've long had a habit of defining ourselves by what we are... Continue reading

Posted Feb 19, 2010 at Getting Messy

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Thanks! I'll be covering a bunch of others actually - lots of requests to acknowledge the rogue brands and publicity stunts!

Commented Feb 18, 2010 on Brand Olympics: who are you wearing? at Getting Messy

Brand Olympics: who are you wearing?

Today's Olympic brands are two clothing companies who compete for Canadian loonies: Roots and HBC (the Hudson's Bay Company). When it comes to performance, which Olympics brand is stronger at inspiring us, through intelligent and imaginative approaches to brand expression... Continue reading

Posted Feb 16, 2010 at Getting Messy

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Outsmarting a branded world: Olympics Edition

Canadian commentary on Vancouver 2010 brand experiences Let’s face it: separating your experience as a consumer from your work as a brand consultant is no easy task. I’m sure I’m not the only one in the industry who has been... Continue reading

Posted Feb 12, 2010 at Getting Messy

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Fun - some words to play with: Stealth Saboteur Sabotage Artist Undercover Asshole Intermittent Asshole

Commented Feb 7, 2010 on Let's Invent a New Word or Phrase: What do you call someone who "opts out of participating in something but then complains about the outcome." at Bob Sutton

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