hugo saavedra
Sep 25, 2013
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.
Aug 28, 2013
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.
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.
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