Hugo Saavedra
Sep 25, 2013

Brand-building series: Why marketers need to go on safari

In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, reflects on the reasons for and benefits of taking a consumer safari.

If you’ve been fortunate enough to go on a safari, you’ve no doubt returned richer for the experience. There’s something unforgettable about observing wildlife in their natural habitat you feel as if you’ve gained an authentic appreciation of their world and how they live.

It therefore stands to reason that in order to gain a better appreciation of how consumers live, and the group norms that drive their herd instinct’, marketers should embark on one...

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