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Brand-building series: Why marketers need to go on safari
Sep 25, 2013
Hugo Saavedra

Brand-building series: Why marketers need to go on safari

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.

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Brand-building series: Challenge category conventions to win in the marketplace
Aug 28, 2013
Hugo Saavedra

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.

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Brand-building series: What separates a good brief from 'good grief!'
Jul 23, 2013
Hugo Saavedra

Brand-building series: What separates a good brief from 'good grief!'

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.

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Brand-Building Series: Avoid the jungle brief, the prison brief and other pitfalls
Jun 27, 2013
Hugo Saavedra

Brand-Building Series: Avoid the jungle brief, the prison brief and other pitfalls

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.

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Brand-Building Series: Do you know who you’re talking to?
Apr 24, 2013
Hugo Saavedra

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.

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Brand-building series: Figure out your brand's purpose in life
Mar 22, 2013
Hugo Saavedra

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.

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