Archive | April, 2010

Indiana Small Business Fair

by Tony Fannin, President, BE Branded I would like to do a little promotion. I am speaking at the Indiana Small Business Fair that is being held at the Ritz Charles in Carmel, IN. The event helps connect small businesses to needed services, other businesses, and conducts seminars on various topics to help small business […]

Continue reading

Design matters in brand building

by Tony Fannin, President, BE Branded Design can be a killer differentiator. Target, for example, has built an empire on design. Aesthetics has become a key component of the new affluent (see The New Affluent). Gone are the days of pure function and utilitarian only approach. We want richness in our lives. We want “beauty,” […]

Continue reading

The new affluent – don’t sell them a product, offer them a brand

by Tony Fannin, President, BE Branded Who is this group? 84% of this group texts from cellphones; 78% use social networking; 66% use the mobile web; and 57% use mobile apps. It’s not who you think it is. This group’s median age is 45. They have an average income of $200,000 and they still make […]

Continue reading

Brand’s other ROI in social media: Return On Ignoring

by Tony Fannin, President, BE Branded Social media, in fact, the entire new marketing landscape, has introduced some new shifts. One of the key changes is that brands can now communicate directly with customers. The risk side is that customers can now communicate directly with the brand and with other consumers. This creates a different […]

Continue reading

To have a brand position, you must actually have a position.

by Tony Fannin, President, BE Branded Brand position. This is commonly batted around in many boardrooms and marketing meetings, but it seems like not many actually try to accomplish this. To have a brand position, you must actually have a position you stand for. Too many marketers don’t really know what they stand for or […]

Continue reading

Rules for brands in social media

by Tony Fannin, President, BE Branded How do brands operate in the new world of social media? Everyone has an opinion and many are worth listening to. Many are worth forgetting as well. I ran across an article by Taddy Hall who had some interesting thoughts. I would like to share them with my variation […]

Continue reading

Brand is a short cut for your customers

by Tony Fannin, President, BE Branded Some marketers believe that branding is just a logo and a set of colors. Others believe that branding is completely unnecessary. The common wisdom is the better your product or service is, the more successful your business will be. Though this makes logical sense, more times than not, your […]

Continue reading

Your brand is the most valuable asset you have

by Tony Fannin, President, BE Branded Your brand is the most valuable asset you have whether you are a Fortune 500 company or the local corner bakery. It is the one thing that is most difficult to duplicate. It doesn’t matter if you sell products or services, what you stand for and your perceived reputation […]

Continue reading

Great marketing takes two

by Tony Fannin, President, BE Branded Recently in the business news, Palm is finding itself in trouble. They have pinned their comeback hopes on the Pre and the Pixi. Unfortunately, for Palm, the comeback never materialized. As a result, they fired their advertising agency, blaming it for the 29% slide in sales. According to industry […]

Continue reading

Marketing is not telling your customers about you, it’s about listening to them

by Tony Fannin, President, BE Branded When you market to or communicate to your customers, do you tell them about your products, your services, and your benefits? Do you follow the traditional 4 p’s (product, price, place, and promotion)? By telling your customers all about your products and services, you may be doing yourself and […]

Continue reading