Digital code

Digital measurement relies on the wrong metrics

by Tony Fannin, Partner, BE Branded  | Impressions, clicks, views, shares, likes, etc. are the wrong key performance indicators if you are looking for effective advertising. I know many marketers love these data points because they can gather them like squirrels do with nuts in the fall, but these metrics do not correlate with brand […]

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Even web advertising needs sufficient investment

by Tony Fannin, Partner, BE Branded  | For may small businesses, online advertising is seen as the golden ticket, low investment – high returns. Many online marketing companies such as ReachLocal and Yodle promise or strongly suggest, they can deliver marketing nirvana of new customers and better search engine results, all for under $1,000 per month. Since 2012, […]

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Sinking ship

Disappearing brands

by Tony Fannin, Partner, BE Branded  | Each year, 24/7 Wall Street releases their predictions on brands that will disappear sometime the following year. This doesn’t mean they will completely go away, some brand names will disappear due to acquisition or renamed and introduced into a new category. The main lesson to glean is realize […]

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Brand or be branded

by Tony Fannin, Partner, BE Branded  | Nature is never at a stand still. You are either growing or dying and if you are standing still, you are dying. Branding operates on a similar principle. You are either branding your company or you are being branded by others. Your customers, your competitors, your detractors and […]

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Woman vote

Even in politics, the women market rule

by Tony Fannin, Partner, BE Branded  | Women are the most important customers when it comes to marketing. It is also true when it comes to politics. Over the past decade, the woman vote has taken more visible prominence and this year, there seems to be even a stronger focus for political groups to win […]

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Review of Marketing to Women Conference in Chicago

by Tony Fannin, BE Branded  | I had the pleasure of attending the 10th year of the Marketing to Women Conference in Chicago, May 5-May 7, 2014. Overall it was great to hear wonderful speakers, gain some insights and meet people who understand where the real power of business is – U.S. women. In attendance […]

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Woman binoculars

Women-owned business IS the market

by Tony Fannin, CEO/Partner, BE Branded  | We recently had an interesting cold call. When one of our sales executives was talking with a prospect (in banking), we shared with them about how dominate women are in making the decision on family banking services. She (yes, a woman) informed us that her bank was after […]

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Winter Wonderlab

Online brands now have physical stores

by Tony Fannin, CEO/Partner, BE Branded  | More online companies are getting into brick-n-mortar. This is a natural evolution of business. The “old” mantra that physical stores are dead is false. The saying was, everyone was going to shop online and NO ONE will be shopping in stores any more. It’s true, online buying has […]

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Couple car buying

You are marketing to women, even if you don’t realize it.

by Tony Fannin, CEO/Partner, BE Branded  | Recently, we were talking with a prospect about his business and how we could possibly help him. We discussed our two areas of expertise, branding and marketing to women. When we asked the owner about his current efforts to reach women, his reply, “I never really considered it. […]

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Woman binoculars

Women-owned business is an untapped B2B segment

by Tony Fannin, CEO/Partner, BE Branded  | B2B marketing is not “sexy” and doesn’t have the allure that consumer brands have. Often, strategies differer in marketing to consumers and businesses. What can complicate things even more are women-owned businesses. They must be treated differently than the “typical” B2B customer. Here are a few points: • […]

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