Archive | February, 2010

By changing advertising agencies too often, your brand will suffer

by Tony Fannin, President, BE Branded It’s not unusual for marketers to switch advertising and marketing agencies. Sometimes they feel taken for granted or the results aren’t what they used to be. Sometimes, there is good reason for the switch. Too often, I believe that marketing becomes the scapegoat for other issues not marketing related. […]

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Brand is about external and internal creditability

by Tony Fannin, President, BE Branded Have you ever been in a shopping situation where what you experienced in a store or with a product wasn’t even close to what you expected? We’ve all had those times. That, my friend, is where the brand promise was broken. And, when you do that, your brand loses […]

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Your brand sometimes must offend to win.

by Tony Fannin, President, BE Branded I had recently shown a colleague a campaign we were working on and asked him his opinion. He would have a valuable viewpoint of being like our customer, who will see it for the first time, without any explanation or background. He would see it cold and fresh, like all of our potential […]

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Too much quantity, not enough quality in social media

by Tony Fannin, president, BE Branded Social media has quickly caught on like a drug. It’s addictive. It’s impulsive. It’s habit forming. It has been hailed as the new way to do business. I don’t question it’s massive influence on the “social” part of our lives. What I do question is the “business” side. For […]

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Do Women Still Trust Social Media?

By Holly Buchanan As more and more advertisers and brands tap into the word-of-mouth power of social media, will the very act of tapping into that power reduce it?  Are more and more women skeptical of what they see, hear, and read on social media sites?  As Tony Fannin pointed out in his post about […]

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Super Bowl ad results

by Tony Fannin, president, BE Branded Well, the results are in. Yes, the Saints won the game on the field, but who won the game in the minds of consumers? The Nielsen Ratings are in and here are the results for the Super Bowl ads: Most liked: 1. Snickers (Betty White) 2. Bud Light (Scientists […]

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Crowd sourcing may not be the wisest thing to do

by Tony Fannin, president, BE Branded It’s been said that crowd sourcing is the new way to find the best information, products and services. In fact, the business of Search is based on this. For example, Google’s algorithms is built on the premise that the more links a site gets, the better the information it […]

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The Super Bowl (ad)

by Tony Fannin, president, BE Branded This year’s Super Bowl was entertaining and competitive. It had drama, risky calls, unexpected players that rise up. And that’s just the ads. From Focus on the Family spot (risky calls), Planned Parenthood’s response ad (drama), and Google’s spot (unexpected players). The Super Bowl advertisers compete every year against […]

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Super Bowl advertising review on WFYI

by Tony Fannin, president, BE Branded I just finished taping a special Super Bowl segment on Inside Indiana Business. It’s a show hosted by Gerry Dick, a long time business man and entrepreneur in Indiana. The content of the show was about the Super Bowl commercials and are they still effective. In brief, here are […]

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Approach marketing as if it was Super Bowl Sunday everyday

by Tony Fannin, president, BE Branded It’s that time of the year… the advertising throw down, otherwise known as the Super Bowl. It’s the one time of the year where we, as a collective nation, see the ads as part of the Super Bowl experience. This is the reason why CBS is able to charge […]

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