Archive | April, 2013

Do Purpose-driven ads really work?

by Tony Fannin, CEO/Partner, BE Branded  | Over the last 3-5 years, many marketers, large and small, have focused their advertising and brand in communicating more of a higher purpose than just selling stuff. Messaging has become more messianic. On the surface, this makes sense, especially with the millennials. Many do care that a company […]

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LiveStrong – The risk of not creating a “real” brand

by Tony Fannin, CEO/Partner, BE Branded  | Recently, LiveStrong has announced a legal change of name and logo. It is now LiveStrong Foundation (see graphic). Executive VP, Andy Miller, noted in a speech, “The change is subtle but it is substantive. The positioning of the bars suggests forward and dynamic movement.” This is a great […]

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