Archive | June, 2009

It’s still about human connection

by Tony Fannin, president, BE Branded Today, I’m going off the marketing path just a little to make a point I believe in. In today’s world, technology has made it possible to communicate across the world and connect with people whom you’ve never met before in person. We can woo customers whom we have no […]

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Technology is not a strategy

by Tony Fannin, president, BE Branded Too many companies and entrepreneurs today think that technology is a strategy. They say, “All I need to do is get rankings. Just create an online store and they’ll come running. What I really need is a killer app. You just have to be doing the newest twitter thing […]

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Is it your marketing or sales that’s not working?

by Tony Fannin, president, BE Branded Your business isn’t growing and your bottom line proves it. Is it your marketing that’s not hitting the mark? Or, is it your sales efforts that is losing the customer? Is it one or the other or both? How can you tell? Ultimately, how can you fix something if […]

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What do customers buy?

by Tony Fannin, president, BE Branded I just recently came from a corporate networking meeting. I had the opportunity to listen to about 30 “elevator” speeches. A few were good, some interesting, but most were very forgettable. The ones that were dull solely concentrated on what they did or the literal description of their product. […]

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Don’t blame marketing for the lack of sales

by Tony Fannin, president, BE Branded We all know of many companies who have single positions of “Sales and Marketing”. Often times, these are the same companies who blame marketing for the lack of sales. And most of the time it’s the advertising or marketing agency that becomes the “fall guy” for the poor sales […]

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Brand power part 2: How it relates to advertising budgets

by Tony Fannin, president, BE Branded How does brand power relate to advertising and marketing spend? In other words, how much is enough? First of all, know what to expect from your competitors. This will give you a gauge on how much you need to invest in advertising and marketing to keep up and how […]

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Brand power

by Tony Fannin, president, BE Branded The power of brands is far from exact science. It’s more of an art. Though it’s not a tangible asset, the economic effects are real. There are various methods and tools to “measure” brand and its power and affect on the marketplace. In today’s environment, your brand does not […]

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Does brand affect stock price?

  by Tony Fannin, president, BE Branded Most marketers know that brand is important. Most know that it’s the emotional quality of who your are or what you stand for. So, does brand have any affect to the bottom line? The answer is yes. Brand does have true monetary value. Most corporations list the value […]

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Advertising the Obama way

by Tony Fannin, president, BE Branded President Obama is held up as the poster child of how to use new media to market a brand. His team masterfully planned and executed grass roots campaigns, used e-commerce to generate record donations, and even incorporated above-the-line marketing. Most believe it was his use of social media that […]

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Marketing strategies in the new economy

by Tony Fannin, president, BE Branded Marketing and advertising strategies have changed over the decades. There are always the fads from “inventing” a new formula for cleaner shirts to utilizing the greatest technology ever created (at least for this hour). I’ve seen the changes throughout my marketing career and others have written about it as […]

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