Archive | June, 2010

Brands needs to communicate a better reality

by Tony Fannin, President, BE Branded In the current market place, brands have a great challenge and opportunity. One key question is, “What is the meaning of brand in today’s world?” Is it the same as it was in the 70s, 80s, or 90s? One problem with the definition of brand is that it’s often […]

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Make mobile the cornerstone of your online brand experience

by Tony Fannin, President, BE Branded In an unusual step, I’m going to discuss a specific tactic instead of staying big picture. I’m doing this because I believe that this tactic will gain more relevance and importance in you marketing mix in the near future. That tactic is mobile. The introduction of the iPad is […]

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Get to the point in your brand and marketing

by Tony Fannin, President, BE Branded Here are two points in great marketing and branding: One – creatively get to the point in 6 words or less Two – avoid indefensible adjectives Creatively to the point – Whether it’s your brand, a headline or a banner ad, you must get to the point of who […]

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Marketing and branding is not a department

by Tony Fannin, President, BE Branded Too often businesses of any size sees marketing and branding as a department. Just as they see accounting, purchasing and customer service as separate departments. In today’s business climate, marketing and branding is not just a department, it is your business. Here’s what I mean. Your customers typically gets […]

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How brands can adjust in the new economy

by Tony Fannin, President, BE Branded In this recent recession, many companies are having to rethink some of their brand approaches. Too many have focused on the “stuff” they do or sell and have forgotten the emotional reason of why customers buy them. For example, many in the luxury category thought their brands were all […]

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If consumers are your ad agency, they may need to be fired.

by Tony Fannin, President, BE Branded Remember when consumer generated ads were all the rage? It was predicted that Main Street will run out Madison Avenue with cheaper, more clever advertising. Kind of made sense, right? Let your customers make the ads. If they make it, they must like it, and thus, will buy your […]

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