Archive | November, 2009

To rebrand or not to rebrand

by Tony Fannin, president, BE Branded Rebranding. Should you ever do it? When should you consider it? This could be one of the most complicated endeavors a company could take on. It’s not unusual for a rebrand to be harder than developing the original brand. Here are a few points: 1. Too many companies believe […]

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To BE thankful

by Tony Fannin, president, BE Branded Just a short note to say how appreciative and thankful I am for the success we’ve had over the past year. We have the privilege of meeting and working with some of the best people I’ve known. And to top it off, many are wonderful clients who have become […]

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Twitter is a great way to discipline your brand

by Tony Fannin, president, BE Branded 140 characters. That’s all you get. It’s such a wonderful way to force marketers to get to the heart of their brand and their core message. All too often, I hear and see companies try to pitch their services and products by giving the prospect a whole run down […]

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How to Sell Men On Marketing To Women

by Holly Buchanan There you are, laying out your presentation. You’ve explained why your client needs to market to women.  You’ve shown the stats on women’s purchasing power. You’ve explained how your client needs to market to women. You’ve shown the research and real life examples of what advertising messages and channels women respond to.   […]

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What is advertising’s true purpose?

by Tony Fannin, president, BE Branded Most people know what advertising is, but not many know what it’s true purpose is. Unfortunately, over time, it has come to mean selling useless stuff like the pocket fisherman to Shamwow. Most people perceive that the purpose of advertising is to persuade, manipulate, and play head games just […]

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Branded experiences is key to marketing success

by Tony Fannin, president, BE Branded It has been said that advertising has lost its effectiveness. To some, this could be true. I don’t think advertising is dying, but I do think what you advertise has changed. Typically, marketers advertise their services and products. The stuff they do or make. This is what’s becoming bland […]

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How retail stores enhance brand experience

by Tony Fannin, president, BE Branded Brick-and-mortar has become a key weapon for many retailers. It is this place where smart brands are able to fully demonstrate their essence and their brand value that’s beyond making money. The mobile industry has caught on to this in a big way over the last 5 years. AT&T, […]

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Google’s Android to spend $100m in integrated advertising (gasp)

by Tony Fannin, president, BE Branded It is heresy and betrayal? Google and Verizon is spending over $100m in advertising Android. The marketing mix is TV, outdoor, direct mail, digital, and retail merchandising. What is Google doing spending money on TV, outdoor, and direct mail? In truth, it’s not the first time. Google has been […]

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Why digital-only companies aren’t ready to lead

by Tony Fannin, president, BE Branded When you talk with the new digital-only companies, they will tell you that typical ad agencies just don’t get it. For the most part, they are right. Typical ad agencies and PR firms don’t truly understand the online world and thus, have a difficult time of incorporating it effectively […]

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It’s an App, App world

by Tony Fannin, president, BE Branded It seems like there’s an app for almost everything. You can calm your nerves with Zen Garden to professional level services like taking your blood pressure. Though it’s a smaller part of your integrated marketing, apps can be leveraged to add an emotional factor to your image and brand, […]

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