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Brand-building series: Why marketers need to go on safari
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Sep 25, 2013

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

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.

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Brand-building series: Challenge category conventions to win in the marketplace
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Aug 28, 2013

Brand-building series: Challenge category convention...

In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, talks about the importance of properly defining your category.

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Brand-building series: What separates a good brief from 'good grief!'
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Jul 23, 2013

Brand-building series: What separates a good brief ...

In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, shares some tips on developing a brief, delivering a briefing, and evaluating creative work.

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Brand-Building Series: Avoid the jungle brief, the prison brief and other pitfalls
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Jun 27, 2013

Brand-Building Series: Avoid the jungle brief, the ...

In our continuing brand-building series, Hugo Saavedra, senior consultant with EffectiveBrands, shares some tips on what to do—and avoid—when developing and delivering a winning brief.

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Brand-Building Series: Do you know who you’re talking to?
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Apr 24, 2013

Brand-Building Series: Do you know who you’re ...

In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, explains the importance of consumer understanding and how to go about selecting your target audience.

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Brand-building series: Figure out your brand's purpose in life
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Mar 22, 2013

Brand-building series: Figure out your brand's ...

In our ongoing series on brand-building, Hugo Saavedra, senior consultant with EffectiveBrands, explains why brands today must have a meaningful purpose and how they can begin to approach the challenge of defining one.

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