The Brand Federation

Brand Federation is a team of nationally-recognized brand strategists backed by a global network of the world’s best independent specialists.

We’re uniquely structured brand consultancy focused on powering the growth of your organization. A well-defined, research-backed, and differentiating brand strategy leads the way forward.

Our model makes us different. Unlike traditional agencies and consultants, we’re built to deliver world-class branding innovation with none of the headaches.

Brand Federation
Senior leader on every engagement
Experts in your industry
Experienced marketers
Traditional Agencies
Senior leaders vanish after kickoff
May know your industry, may not
Often learning on your dime
Brand Federation
World-class strategy, proven results
Experienced, accomplished practitioners
Cost-effective, actionable solutions
Traditional Consultants
Teams of MBAs and lots of buzzwords
Hundreds of PowerPoint slides

Our Leadership

A Brand Federation partner is attached to every engagement, leading the team’s mix of discipline expertise and category knowledge deployed to energize your brand.


Founding Partner

Kelly O’Keefe is a respected brand strategist known for his leadership in corporate brand strategy.

He is formerly a 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; and he has been a strategic brand advisor to corporate clients like Capital One, Carmax, GE, ESPN, Walmart, Dominion Energy, UPS and many other leading organizations.

O’Keefe’s commentary on brands and creativity has been featured in dozens of media outlets, including CNN, Fox News, MSNBC, PBS, The New York Times, The Wall Street Journal, Fast Company, Huffington Post, Time and The Washington Post.

LinkedIn →

Kelly Has Worked With Brands Like


Founding Partner & COO

Dennis Duffy is a skilled research analyst and a respected marketing communications leader with deep roots in the areas of direct marketing, customer loyalty, affiliate marketing, customer behavior analytics and natural/organic foods marketing and distribution. He’s been an operating committee member on the Direct Marketing Association’s (DMA) Retail Marketing Council and a case study editor for the Journal of Consumer Marketing. In addition to writing a variety of articles on direct, database and loyalty marketing, Dennis has delivered dozens of speeches at industry events in the US, Canada, South America and Europe.

Dennis Has Worked With Brands Like


Managing Partner, Chief Growth Officer

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.

During his five years as Martin’s CEO, Matt led the agency’s efforts to win over $70 million in new business revenue, including assignments from Land O’ Lakes, Mondelez, TIAA, Chevrolet and Subway. Under his leadership Martin was also recognized as the One Show Creative Agency of the year, won the Effie Award for Sustained Success for its GEICO work, and was named to the Ad Age Creative Innovators List four times.Matt is a Visiting Clinical Professor at the Mason School of Business at William & Mary, where he received his undergraduate degree in marketing. He also has an MBA from the Kellogg School of Management at Northwestern University.

He speaks regularly on creativity, culture and brand strategy around the country. He’s a contributing author of the book, Kellogg on Branding, has served on non-profit, publicly traded and ad industry association boards, and consulted with both the State and Defense Departments on communications strategy.

LinkedIn →

Matt Has Worked With Brands Like


Managing Partner, Chief Product OFficer

Rian has driven a range of strategic engagements for a broad range of clients, including some of the world’s best known brands: General Motors, American Express, Samsung, PepsiCo, World Wildlife Fund, AB Inbev and Colgate.

She holds an undergraduate degree from James Madison University and a master’s from VCU Brandcenter, where she was valedictorian and has served as an adjunct professor. She's helped to train many branding leaders of tomorrow and speaks regularly on topics related to brand and marketing from a variety of locations, including her home in Cabo San Lucas, Mexico.

LinkedIn →

Rian Has Worked With Brands Like

Erin Bishop

Managing Director

Throughout her 25-year insights and consulting career, Bishop has led clients through transformational change in how they think about brands, how brands think about insights, and how insights are collected and interpreted.

Her clients have included fortune 50 firms, nonprofits, government agencies, and other organizations nationwide.  As managing director at Brand Federation, Erin aligns her seasoned command of insights with the firm’s top-tier branding expertise. She helps clients understand their markets, customers, and employees to craft brand and marketing strategies that energize their businesses.

Bishop is a UVA alumna, the mother of a teen son, and loves to be in the yard with her chickens and garden. She is a trained End of Life Doula and is active with several Richmond-area hospices and end-of-life support organizations.

LinkedIn →

ERIN Has Worked With Brands Like

The Federation

Our network of specialists worldwide includes brand strategists, fractional marketing leaders, project managers, researchers, digital experts, and more. If it’s a marketing discipline we’ve got the experts to help bring it to life.

Brands we've energized

They’re proven strategists, proficient tacticians, and skilled professionals who form talented and efficient engagement teams, custom-built for your challenge.

Your team will hit the ground running, meet scoped objectives, and exceed expectations.

Meet the Federation
Ashley Devereux
Rachel Street
Kim Baker
Amy Hollister
Liz Heinberg
Claire Glisson
Rich Lundvall
Leah Muhlenfeld
Paul Atienza
Frazier Armstrong
Bobby Johnston
Mark Speece

Brands we've energized