Archive | November, 2010

Brands shouldn’t tinker with success

by Tony Fannin, President, BE Branded Too often, I see brands “tinker” too much. There are many reasons. Here are a few: • A newly minted MBA is given the marketing keys and decides to “make their mark” even though the brand has it right currently • Executives get tired of the marketing position loooong […]

Continue reading

Social media unites and builds brand loyalty

by Tony Fannin, President, BE Branded One question that I hear that keeps coming up is, “How do you use social media to increase sales?” That may be the wrong question to ask. Social media is not necessarily best suited for marketing or sales. I don’t know of any brands that successfully use social media […]

Continue reading

Tips for brands on using YouTube and videos

by Tony Fannin, President, BE Branded Video is becoming the dominate tactic of the web medium and the gorilla of this medium is YouTube. It is the second largest search engine and the third most popular web site (behind Facebook and Google). How should marketers use this channel beyond stupid human tricks or self-induldging diatribes? […]

Continue reading

Marketing to Women – Aspirational Vs. Authentic

By Holly Buchanan When marketing to women, which is more persuasive:  aspirational marketing or authentic marketing? The answer is – a combination of both. Women Want Authenticity Women have finely tuned B.S. meters.   They are better than men at picking up facial expressions and body language.   They trust their peers over industry experts.  That stock […]

Continue reading

Sotheby’s practices integrated marketing

by Tony Fannin, President, BE Branded In a recent Sotheby’s auction of POP art, Andy Warhol’s “Coca-Cola, Large Coca-Cola” was up for sale. In order to help drive interest, they hired waiters to serve tiny bottles of Coca-Cola to arriving collectors and guests. In the heat of the bidding there were eight collectors fighting over […]

Continue reading

Gawker to become news magazine

by Tony Fannin, President, BE Branded Gawker recently announced they are dropping the “old blog” look and turning to more of a magazine format. This is very interesting news coming from one of the pioneers of blogging and social media. Gawker and the other nine blogs under the ownership of Nick Denton, are going to […]

Continue reading