Hugo Saavedra
Apr 24, 2013

Brand-Building Series: Do you know who you’re talking to?

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.

In the frenzied rush to meet all the demands of their ever-more-complex role, marketers often push the critical imperative of understanding the consumer to the back burner. We know who we’re talking to, goes the common excuse. But do we, really   

Consumers today bear little resemblance to their cousins of a decade ago They’re more empowered. They have many more information choices at their fingertipsand the technology to enforce them. They multi-task...

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