Hugo Saavedra
Aug 28, 2013

Brand-building series: Challenge category conventions to win in the marketplace

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

When I was in high school, there was this girl I really liked. She was smart, sporty, vivacious, unattached. In every way, a girlfriend to die for. So I mounted a campaign to win her favour lunching when she did, signing up for the same school events, upgrading my wardrobe, and most importantly, checking out my competition to make sure I was earlier, nearer, faster and cooler than all of them. And yet, despite six months of concerted...

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