Articles by Kevin O'Donnell:

Innovation Quest: Catalytic Leaders Set the Pace [PDF]
By Kevin O'Donnell

Innovation appears to be the holy grail of our times.  But the innovation quest is long, laborious and not for the faint of heart.  Success requires strong leadership setting the pace: a catalyst and change agent who has the vision, desire and ability to enlist and inspire others to the cause. (Marketing News, June 1, 2008)

RISQUÉ BUSINESS: Sex Sells. Or Does it? [PDF]
By Kevin O'Donnell

Your customers—current and intended—have certain expectations of both your brand and your category. There’s a fine line between outrageous and offensive messaging, and the risk of crossing it and alienating more customers than you entice must be evaluated. (Marketing News, April 2008)

A Shot to the Heart [PDF]
By Kevin O'Donnell

Brand extensions are often seen as a silver bullet to all that ails maturing brands and business categories. Succeed and you may be on the path to substantial organic growth. Fail, and you join the ranks of some 90% of all new market entrants that prove irrelevant to customers. (Marketing News, February 1, 2008)

Learn to Use Communication's Negative Space [PDF]
By Kevin O'Donnell

In the environment where you can reach your customers 24/7, success at building a brand—at solidifying and growing your relationship with customers—is really all about being selective. You need to pick the right time and place or, better yet, let the customer pick for you. (Marketing News, November 1, 2007)

Countering the Innovation Backlash [PDF]
By Kevin O'Donnell

Kevin O’Donnell believes innovation’s role as a driver of organic growth and a differentiator that adds substantially to a brand’s value remains as critical as ever.  In his inaugural column in the newly relaunched Marketing News, a publication of the American Marketing Association, O’Donnell spells out one solution:  Creation of innovation “systems” that foster actionable creativity. (Marketing News, September 1, 2007)

Marketing: The new critical capability in M&A [PDF]
By Kevin O'Donnell

Today's red-hot market for mergers and acquisitions spells huge opportunities - and challenges for marketing leaders and their teams. Three principles are discussed to ensure a successful transaction. (CMOMagazine.com, May 2005)

Incorporating Brand - and Marketers - in Mix Can Enhance M&A Outcomes [PDF]
By Kevin O'Donnell

This article provides insight into the importance of incorporating brand into a merger or acquisition opportunity for a more successful outcome. (Marketing Magnified, a publ. of the CMO Council, December 2004)

Green Ketchup Works, But Not on Blue Fries [PDF]
By Kevin O'Donnell

A perspective on leveraging brand equities to execute successful brand extensions. (Brandweek, September 2003)