Archive | August, 2009

The best product without marketing is a loser.

by Tony Fannin, president, BE Branded “Beta format is superior to VHS, but it was VHS that won the marketing war. That’s why your VCR uses VHS tapes and not Beta.” I’ve used this example many times when talking with clients who believe in the myth that if their product is superior, they will succeed […]

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Is traditional media becoming the new “new media”?

by Tony Fannin, president, BE Branded This is an interesting question. We all know of the stampede to everything online. No one wants to be left out. Marketers are joining EVERYTHING just in case one of them takes off. It’s kind of like the way some people place bets in Vegas. Because of this rush […]

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Does corporate brand and culture affect the bottom line?

by Tony Fannin, president, BE Branded I was in a discussion with a client a few days ago. The topic that came up was does brand and corporate culture really affect bottom line revenue? Some of the executive committee believed it does. The other half thought the ideas were too “soft” to make any real […]

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We still live in an analog world.

by Tony Fannin, president, BE Branded Marketing is communication. Great marketing connects emotionally. New media, social media, and every other new app has allowed various communications in ways that were unheard of 10 years ago. It has given everyone the ability to communicate and connect with people they would have otherwise never get to talk […]

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Old school rules still apply to new media

by Tony Fannin, president, BE Branded I had a discussion a few days ago with a colleague who is into online marketing and social media. As we talked about the application of new media as it relates to traditional media, I began to realize how similar the core “rules” are. To me, the new media […]

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The realistic way to view TV in your marketing mix

by Tony Fannin, president, BE Branded The most common measurement of the TV spot has been the number of viewers it delivers. In ancient times, when there were only three stations, this made sense. Today, that measurement no longer applies. This continued line of thinking has helped erode the standing TV once had in the […]

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Brands that go dark, lose

by Tony Fannin, president, BE Branded There has been a recent study that has just been released. It studied the effect of going dark (cutting back on marketing to where it’s practically non-existent) had on brands and revenue. It was conducted by ThinkVine, an analytics firm based in Cincinnati. They wanted to see how much […]

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Business and philanthropy

by Tony Fannin, president, BE Branded This entry is a little different than my normal thoughts about branding, marketing, and advertising. I felt the need to address the idea of big business and philanthropy. The idea came about through a conversation with a few business colleagues. One owned a business and the conversation came up […]

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Components of a marketing strategy

by Tony Fannin, president, BE Branded Large corporations and Fortune 500 companies have seasoned pros developing their marketing strategies. They have deep resources and brain trusts. One of their key weapons is their advertising or marketing agency. These companies compete and play to win by bringing together the best minds they feel that give them […]

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Is the internet becoming more like TV?

by Tony Fannin, president, BE Branded It’s very interesting how history does repeat itself. When TV was new, just having a “commercial” on TV meant that you were groundbreaking and innovative. It didn’t matter how the quality was, how good the content was, or even if you advertised in the right shows. All that mattered […]

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