Archive | June, 2012

Google, Amazon and other internet giants spend billions in marketing

by Tony Fannin, CEO/Partner, BE Branded  | Ad spending has increased significantly among some of the largest internet players in the last few years. Companies such as Google, Amazon, EBay and Expedia have upped their spend on advertising and promotion. This may be a surprise to some. Why on earth would Google spend over $1 […]

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The difference between creating a brand and creating a buzz

by Tony Fannin, CEO/Partner, BE Branded  | The terms, “creating a brand” and “creating a buzz” are often used interchangeably, but that’s not correct and could lead to false expectations. Technology (the web) has contributed to this confusion. Occasionally, clients ask us to help them “create a buzz” so they can build their brand while […]

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Design takes center role in brand communication

by Tony Fannin, CEO/Partner, BE Branded  | Just recently, PepsiCo hired away design guru Mauro Porcini from 3M. They tapped him to become Chief Design Officer. His objectives, to develop a design language and manage all of PepsiCo’s key brands from soft drinks to snack foods to vending machines. This is considered a big loss to 3M who has […]

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