Hugo Saavedra
Mar 22, 2013

Brand-building series: Figure out your brand's purpose in life

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.

Hugo Saavedra

One of the most common tools brand stewards use is to pose a question If your brand were a person, what kind of person would heshe be Exercises like this help people who aren’t used to branding jargon articulate their instinctive feelings about a brand in more everyday terms. 

Let’s follow that reasoning for a moment If one of the most profound questions we can ask ourselves is What am I here for...

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