Archive | July, 2009

Setting the right marketing budget for the right results

By Tony Fannin, president, BE Branded The big question in every marketer’s mind, how much should I spend on marketing? Then, other questions follow; What do I spend on? How much do I spend for each? How do I know what is working? Whether you are a large corporation or a small business, these questions […]

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DIY marketing

by Tony Fannin, president, BE Branded There are many books, blogs, and speakers out today spreading the gospel that a business doesn’t need advertising, advertising agencies, or even PR firms. “You can do it yourself.” they exclaim. Because of social media, blogging, and the dozens of networking groups available, you can be your own marketing […]

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The point of social media is not to sell anything.

by Tony Fannin, president, BE Branded I had lunch with a colleague recently. Our discussion turned to marketing and how the landscape has changed and is changing. During our talk, we both noticed that there seems to be two camps that are emerging. Camp 1: These people believe that this is the beginning of the […]

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Mission, core values, and brand

by Tony Fannin, president, BE Branded Almost everyone knows companies need a mission and core values. Most everyone agrees that these items are important to setting the course for the future. But, unfortunately, there are many who really don’t understand how to develop mission and core values or even how these things interact with brand […]

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Do you really know what your company sells?

by Tony Fannin, president, BE Branded Do you really know what your company sells? This seems like a no-brainer, but many get it wrong. Many business owners get it wrong. Great branding gets to the core of this question. To many, the physical products and services they deliver are what they sell. It’s the widget. […]

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The future of business

by Tony Fannin, president, BE Branded I recently had a prospect tell us that the only reason why we didn’t win the business is because they thought the size of our agency was too small to handle their global account. (Never mind the fact that I had established their brand, position, key messages, conducted an […]

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Great brands + recession = opportunity

by Tony Fannin, president, BE Branded Recession. Wild market swings. New competition. You better get used to change. It’s here to stay and I believe it’s the way of global business from here on. What once was “gospel” is no longer always true. Winning companies will act more counterintuitive. They will learn to thrive in […]

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Advertising and social media

by Tony Fannin, president, BE Branded There has been a request for my thoughts on advertising and social media, similar to the previous blog (Advertising vs Public Relations). I will admit that my experience in social media isn’t as deep as in other areas, but then again, social media hasn’t been around that long either. […]

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Advertising vs Public Relations

by Tony Fannin, president, BE Branded In the marketing industry, clients have sometimes grappled on what is most effective, advertising or public relations? If you ask some ad agencies, they will tell you advertising drives marketing. If you ask some public relations firms, they will tell you that public relations gives you more bang for […]

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Women control marketing dollars

by Tony Fannin, president, BE Branded There are two under served market segments in today’s market place. One is seniors. The other is women. This blog is going to focus on women. I just recently had a conversation with a prospect. Their company is in the category of improving home air quality. One of their […]

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