Archive | April, 2011

Good social media should be tied to real business goals, not just collecting friends

by Tony Fannin, President, BE Branded Social media is all the rage in marketing right now. It has started many companies who specialize in helping businesses make sense of this new world. Many claim they know how to help you succeed in the online and social media game. Some even trumpet that you don’t need […]

Continue reading

Consumers shouldn’t control your brand.

by Tony Fannin, President, BE Branded “The consumer is in control” is a popular marketing catch phrase these days. With the “perceived” dominance of social media, consumers can react in real-time and give their opinions both pro and con. But does that mean consumers have control of a brand? A more important question, should a […]

Continue reading

Selling “experiences” gives you social capital

by Tony Fannin, President, BE Branded The static gift card has been losing steam and effectiveness over the last few years. Customers no longer want to be locked into a single retailer. Behavioral researchers are confirming what many marketers know, people don’t want “stuff”, they want experiences. In today’s culture of anti-conspicuous consumption, it’s not […]

Continue reading

Social media alone will not drive success in sales

by Tony Fannin, President, BE Branded Too often, I meet with, and hear of, businesses announcing they are going strictly to “social media” for their marketing efforts. Unfortunately, it’s for the wrong reasons. Most are doing this because they believe it’s “free”. In other words, they are being cheap, not frugal (there’s a big difference). […]

Continue reading

Pepsi drops to #3 in the cola wars. What can we learn from this?

by Tony Fannin, President, BE Branded The recent cola wars between Coca-Cola and PepsiCo is an interesting micro look at two different marketing philosophies. As of this writing, Pepsi is now the #3 soda in the U.S. It fell behind Diet Coke. Now, Coca-Cola owns the top two slots ahead of #3 Pepsi and #4 […]

Continue reading

What Google may look like under Larry Page

by Tony Fannin, President, BE Branded Larry Page is now the CEO of Google, again. He’s back in his familiar spot before “professional management” came in by the way of Eric Schmidt. I’m not saying Google didn’t need it in their early years. In fact, it was under Eric they became the powerhouse they are […]

Continue reading

A great ad defines your mission as well as sells

by Tony Fannin, President, BE Branded Apple’s new TV commercial does something that’s hard to do. It not only about selling the iPad 2, but it also defines Apple’s mission. It follow’s Steve Job’s philosophy that with all of today’s geeky technology and apps, it will still be the company who delivers the best experience, […]

Continue reading