Nov 5, 2013

Brand-building series: The hardest marketing skill ...

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.

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.

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.

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.

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.

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.