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.
In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, talks about the importance of properly defining your category.
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.
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.
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 our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, reflects on the exhilarating, excruciating commandment to collaborate in order to achieve marketing leadership and success.
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.