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Don’t repurpose TV spots for online video

by Tony Fannin, Partner, BE Branded  | It’s easier and less expensive to take your existing TV spot and show it online as a web video ad. The practicality makes sense and cents. As in life, the easy way out is often the inferior path. Advertisers have many complaints about their video ads such as “they don’t ... [Read more]

The ultimate brand

by Tony Fannin, Partner, BE Branded  | Brands, as discussed several times on this blog, is about what you stand for, not what you do. It’s not a logo, colors, graphics or even mission statements. It is why you exist in this world and the value you bring. Great brands are able to convey their ... [Read more]

Emotion trumps logic

by Tony Fannin, Partner, BE Branded  | We are often asked, “Do people buy from logic first or emotions?” Most marketers want to believe logic is how everyone makes purchase decisions – the best product, the best price, the best quality, wins. For those who like to make their advertising and marketing pitch, they feel conformable in ... [Read more]

Digital measurement relies on the wrong metrics

by Tony Fannin, Partner, BE Branded  | Impressions, clicks, views, shares, likes, etc. are the wrong key performance indicators if you are looking for effective advertising. I know many marketers love these data points because they can gather them like squirrels do with nuts in the fall, but these metrics do not correlate with brand ... [Read more]

Even web advertising needs sufficient investment

by Tony Fannin, Partner, BE Branded  | For may small businesses, online advertising is seen as the golden ticket, low investment – high returns. Many online marketing companies such as ReachLocal and Yodle promise or strongly suggest, they can deliver marketing nirvana of new customers and better search engine results, all for under $1,000 per month. Since 2012, ... [Read more]

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 ... [Read more]

Brand or be branded

by Tony Fannin, Partner, BE Branded  | Nature is never at a stand still. You are either growing or dying and if you are standing still, you are dying. Branding operates on a similar principle. You are either branding your company or you are being branded by others. Your customers, your competitors, your detractors and ... [Read more]

Even in politics, the women market rule

by Tony Fannin, Partner, BE Branded  | Women are the most important customers when it comes to marketing. It is also true when it comes to politics. Over the past decade, the woman vote has taken more visible prominence and this year, there seems to be even a stronger focus for political groups to win ... [Read more]

Review of Marketing to Women Conference in Chicago

by Tony Fannin, BE Branded  | I had the pleasure of attending the 10th year of the Marketing to Women Conference in Chicago, May 5-May 7, 2014. Overall it was great to hear wonderful speakers, gain some insights and meet people who understand where the real power of business is – U.S. women. In attendance ... [Read more]

Women-owned business IS the market

by Tony Fannin, CEO/Partner, BE Branded  | We recently had an interesting cold call. When one of our sales executives was talking with a prospect (in banking), we shared with them about how dominate women are in making the decision on family banking services. She (yes, a woman) informed us that her bank was after ... [Read more]