Archive | September, 2010

The downfall of Blockbuster. Technology problem or brand neglect?

by Tony Fannin, President, BE Branded The demise of Blockbuster dominated the business news last week. It got me thinking about the root cause. Was this a case of an out-dated business model being crushed by the new world order of Netflix or was it something deeper? At first glance, it seems like a simple […]

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Do ads in video games work?

by Tony Fannin, President, BE Branded Ads in video games are becoming more frequent. To some extent, they add an air of realism (Verizon halftime report in Madden NFL, Mountain Dew billboard on the road in Grand Turismo, etc.) These brands pay big money to be a part of these games. Advertisers approximately spend about […]

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Great marketing has an active role for the customer to play

by Tony Fannin, President, BE Branded It used to be the consumer had a passive role in marketing. They would watch, listen, or read. The advertising was good if it entertained and emotionally resonated. With today’s digital world, that’s no longer acceptable. The consumer must play an active role in your marketing. They are no […]

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Educate women about your brand and you have a customer for life

by Tony Fannin, President, BE Branded How does a brand reach out to women in a real and authentic way? That’s a question that must be answered by all brands hoping to grow and stay relevant in tomorrow’s market place. Society’s economic drivers are women, both domestically and professionally. They control a vast majority of […]

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Great brands don’t sell products. They sell an ethos.

by Tony Fannin, President, BE Branded Many people have the definition of what a brand is. Many think is a visual thing. Graphics, colors and logos are what makes up a brand. Some think it’s the name. Others think it’s the tagline that helps sell products/services. Now all of these are important elements of a […]

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