Last week University of South Florida VP and Chief Marketing Officer Joe Hice was the keynote speaker at an event titled “A Future Without Limits- Disruptive Marketing and the USF Rebrand Story” put together by the Tampa Bay chapter of the American Marketing Association.
On its face, this is a terrible look for Hice and USF as he talks about the failed USF rebrand that cost the university at minimum $2 million—the final number wasn’t readily available.
Through the entire doomed process of this rebrand, Hice and USF have told half-truths at best, and flat-out lies at worst (well documented here and here).