Tag Archives: corporate insights

Disappearing brands

by Tony Fannin, Partner, BE Branded  | Each year, 24/7 Wall Street releases their predictions on brands that will disappear sometime the following year. This doesn’t mean they will completely go away, some brand names will disappear due to acquisition or renamed and introduced into a new category. The main lesson to glean is realize […]

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Are in-house marketing departments taking over?

by Tony Fannin, CEO/Partner, BE Branded  | There is a trend emerging among marketers, both large and small, which effects anyone who provides marketing, web and design services (including us). Many companies are building up their in-house design, digital and marketing capabilities. This includes designers, writers, web masters and even media buy. In general, I […]

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For tech to succeed in the future, they’ll need to attract women

by Tony Fannin, CEO/Partner, BE Branded  | For all it’s altruism, open source and social purpose, tech companies have at least one major flaw that reeks of hypocrisy, most marginalize and even discriminate against women when it comes to hiring and promoting  qualified women in their ranks. Many tech companies, large and small, cloak themselves […]

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The most important audience of your brand is internal

by Tony Fannin, CEO/Partner, BE Branded  | Lately, a few close friends of mine in different industries, working for Fortune 500 companies, have the same brand experience. The catch is, none of them are in marketing. These friends feel frustrated and let down because they see their beloved companies not live up to their brand […]

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A great advisory board should be made up of crazy creatives, youth and especially women

by Tony Fannin, CEO/Partner, BE Branded  | Most business people know a board of directors is important. What many don’t realize is small business also need a board of advisors, even more so than large corporations. Because of the limited resources and internal expertise, small business would benefit greatly from the added mind power. I’m […]

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Women must be in key leadership roles to win in today’s marketplace

by Tony Fannin, CEO/Partner, BE Branded  | The following entry is a personal viewpoint. The only stats to back me up are my own, unique experiences and outlook (and a smidgen or two of research data). The main point – there needs to be more women in key, leadership roles. I look across the business landscape, […]

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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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A formula to creating a great brand

by Tony Fannin, CEO/Partner, BE Branded  | Here is a formula to consider when thinking about gaining loyal customers: Communication + Relationship = Brand. Here’s how I define each part. Communication: Nothing can happen, whether personal or business, without effective communication. This goes way beyond “corporate communications” and PR. This is about deep sharing of […]

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Do customers really care how long you’ve been in business?

by Tony Fannin, President, BE Branded  | Here’s an interesting question: Do consumers really care about how old your company is or if it’s your 50th anniversary? Many businesses, especially small business, tend to lead with this fact when pitching to prospects or communicating to new customers proudly saying, “We’ve been around for X number […]

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