Archive | May, 2010

A great brand is like religion

by Tony Fannin, President, BE Branded Great brands are much like religion. When objectively broken down to it’s core elements, they end up being very similar in how people engage with them. There is also neurological research that scientifically backs up the concept. Through these neurological scans, researchers have found that when the volunteers are […]

Continue reading

Science shows that brands dominate over non-brands

by Tony Fannin, President, BE Branded Did you know that a well defined brand that is marketed smartly can drown out most non-branded advertising? There has been studies in neurological marketing research on how stimulus affects the various parts of our brain and thus, dictates why we buy. The study uses many examples, but one […]

Continue reading

Can you build an online brand with old media?

by Tony Fannin, President, BE Branded Now there’s an interesting question and Bing hopes to find out the answer. They have been very active in advertising using traditional media (spending over $100 mil. thus far), especially TV. They are getting ready to launch another massive traditional media campaign. Can you really build up an online […]

Continue reading

The iPhone is still the brand of choice even though it’s not the best

by Tony Fannin, President, BE Branded I’ve have written in the past that brand is not about being the best. Often times, the best doesn’t win in the marketplace. Too many marketers, especially tech companies, believe in this myth. Their whole brand strategy is, “If we’re the best, then it should sell itself and we […]

Continue reading

Social media doesn’t build brands or make sales

by Tony Fannin, President, BE Branded Marketing budgets are shifting and going more to online and social media. Many believe that everything from Facebook to Twitter are game changers. That is true. To a certain extent. They do add to the ways people connect and communicate. It opens unique opportunities for brands to engage with […]

Continue reading

Having no brand can leave a sales force frustrated

by Tony Fannin, President, BE Branded I recently had a conversation to day with a prospect’s sales manager. They were sharing their frustrations about how the company gives him no real direction on what he is suppose to be selling and how to talk about it. The company sells enterprise level software. It was started […]

Continue reading

Even non-profits need branding

by Tony Fannin, President, BE Branded The not-for-profit world has been rocked hard by the economic downturn. Though they have noble causes, it still takes money, so they still need to attract and play nice with for-profit companies who can contribute millions of dollars in one fell swoop. There used to be the aura that […]

Continue reading

Don’t use data and analytics as a crutch

by Tony Fannin, President, BE Branded Data. Analytics. Research. All of these are useful tools, but too many marketers (especially the online community) see the data and analytics as gods. Too often, many of these people don’t know what data to look for and what does it really mean. Just because you can count it, […]

Continue reading

Are You Stereotyping Your Customers?

By Holly Buchanan One of the biggest reasons you lose a sale to a woman is because you don’t understand her. You often don’t understand her because you’re making assumptions about her that aren’t true – aka – you’re stereotyping her. Sales people and brands who “get women” are the ones who are going to […]

Continue reading

Brands need to seduce

by Tony Fannin, President, BE Branded Customers don’t want to be sold to. They want to be seduced. When sales people only talk about the product, how great it is, what all it can do, etc., etc., we all zone out. But, when sales people really ask insightful questions and listen to you as if […]

Continue reading