Archive | May, 2012

Does your brand need reinvented or reignited?

by Tony Fannin, CEO/Partner, BE Branded  | Pepsi has an identity crisis. They don’t know who they really are. As a result, they’ve embarked on an extensive research and rebranding effort that was recently released in their first ads early May. Their main brand position, “Timely”. The tagline, “Live for now.” Whether if this will […]

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Brands need to embrace their critics

by Tony Fannin, CEO/Partner, BE Branded  | In business, the common reaction to any of your detractors is to combat them or disengage with them. Many see them as the “enemy”. When trying to build credibility within your brand, you must resist these urges and embrace them. The same people who are critical of you […]

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Google, YouTube going back to core marketing principle: ad engagement

by Tony Fannin, CEO/Partner, BE Branded  | In the recent past, we’ve had many clients discuss their online goals in the context of getting massive views or visitors. They felt, as did most of the business world, that was the main metric that drove success because this is what many of those selling new media […]

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Clutter is killing digital media

by Tony Fannin, CEO/Partner, BE Branded  | Over the past several years, web sites have gotten a lot like junk mail. There is too much distraction, it’s crammed with too much information and no one knows what you what them to do since there is no sensible priority of information. Even sites like the Huffington […]

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