Latest Posts
Growing Pains for a Total-Market Approach to Diversity
13 Jul 2012 | martinrp
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
"Minority Majority" Is Front Page News: George Carlin Would Be Proud
06 Jun 2012 | martinrp
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Speaking Event: Hispanic Retail 360 Summit
16 May 2012 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Press Release: Added Value Cheskin launches insight and innovation platform for Hispanic research
10 May 2012 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Reconciling the Pros and Cons of Hispanic Online Research
09 May 2012 | Miguel Winebrenner
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Multicultural Is the Wave of the Future
16 Sep 2011 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Let's Revisit Good Intentions
07 Sep 2011 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanics and Illegal Immigration - Where the Conversation Stops
22 Aug 2011 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
How Hispanics Are Messing Everything Up
22 Aug 2011 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Multicultural Heuristics
07 Apr 2011 | Kalil Vicioso
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Roberto Suro's Commentary on Cultural Openness
17 Jan 2011 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Private Label and Hispanics - Consider the Opportunities
16 Dec 2010 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
The Ball Didn’t Lose Itself
17 Nov 2010 | Miguel Winebrenner
If you’re bilingual (Spanish and English), or even know a little Spanish, and have attended the back room of focus groups in the United States you probably have heard weird words like “troca” and “pompa.” The former originates from “truck” and the latter from “pump.” Neither of those words are actually Spanish words, but they have become part of Hispanics’ everyday lexicon. Use of these made-up words in marketing and advertising is arguable, but for those purists out there- like me- remember that our beloved Spanish, even in its purest form, is deeply flawed.
Reflections from 2010 AHAA: The Pitbull intracultural strategy for ethnic agencies
08 Oct 2010 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Think young
25 Aug 2010 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Agency Consolidation and the “Intercultural New Mainstream”
20 Aug 2010 | Miguel Winebrenner
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
The "Latino Digital Divide" is not a surprise
11 Aug 2010 | Lyle Personette
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Why “Post Racial Society” has to end
27 Jul 2010 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanics Fueling America’s Passion for Soccer
30 Jun 2010 | Miguel Winebrenner
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Triangulating Consumer Research, Secondary Data and Business Insights for an Evolving Hispanic Market Architecture
12 Mar 2010 | Miguel Winebrenner
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
AOL Hispanic Cyberstudy 2010
01 Feb 2010 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Is the Trend Towards On-Demand TV Applicable to the Hispanic Market?
14 Oct 2009 | Miguel Winebrenner
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Not all Hispanic women are called Maria and not all Hispanic men are called Juan
03 Apr 2009 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Empowering the U.S. Hispanic Female: How Companies and Brands Can Become More Relevant to Their Newly Discovered Sense of Power
30 Jul 2008 | Miguel Winebrenner
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanic Marketing in Tomorrow’s Corporation: Innovation and Customer Intimacy
21 Jul 2008 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Doing marketing research with Latinos in Latin America vs. Hispanics in the U.S
09 Jan 2008 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Harnessing Cyclical Market Trends for Sustained Innovation in Emerging/Multicultural Economies
08 Jan 2008 | Miguel Winebrenner
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Man vs. Naturaleza: How “green” are Hispanics?
09 Oct 2007 | Miguel Winebrenner
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Marc Anthony & Gloria to sell products & services to Latinos?
26 Sep 2007 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Aligning social responsibility and multicultural marketing in Financial Services
08 Aug 2007 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Building an Effective Case to Latin American and Hispanic Dominant Consumers: The Inverted Triangle Dilemma
13 Jun 2007 | Miguel Winebrenner
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Thoughts and Pictures from the Immigration Rally in Chicago
02 May 2007 | Miguel Winebrenner
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
So What’s the Deal: Do Hispanics Really Want High Quality Educational TV Programming or Are They Only a Novela and Sports TV Audience?
13 Apr 2007 | Miguel Winebrenner
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Pizza Patron: Serving the Hispanic market
02 Apr 2007 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Reality Strikes Again
14 Feb 2007 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanics and Macroeconomics
31 Oct 2006 | Miguel Winebrenner
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanics and Macroeconomics
31 Oct 2006 | Miguel Winebrenner
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Cable Industry to Hear About Other Industries and Multicultural Marketing
04 Aug 2006 | Miguel Winebrenner
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Dora the Explorer
07 May 2006 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Immigration debate: Lessons for marketers
14 Apr 2006 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanic Cultural Perceptions of Happiness
11 Apr 2006 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Dinero vs. Money
23 Mar 2006 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanic Identity and Marketing
02 Mar 2006 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
El Otro Lado 4: The US-Mexico Cross Border Opportunity
27 Jan 2006 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Brands for Hispanics?
19 Jan 2006 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Cultural Innovation: Designing Offerings Around Ad Hoc "Bridge Practices" II
10 Jan 2006 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Scoring in Spanish language media…or not
28 Dec 2005 | Darrel Rhea
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Cultural Innovation: Designing Offerings Around Ad Hoc Cultural Bridge Practices
15 Dec 2005 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Consumer Behavior in Transitional Economies Part 2: Debunking Myths
06 Sep 2005 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanic B2B: The next frontier
30 Aug 2005 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanic/Latino Marketing Book
28 Aug 2005 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
The Hispanic Challenge of Media and Language Planning
09 Aug 2005 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Training for Hispanic Marketing
28 Jul 2005 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanic Health Care
26 Jul 2005 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanic Health Care
23 Jun 2005 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanic Biculturalism: Cross-Cultural Identities
22 Jun 2005 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanic Health Care
20 Jun 2005 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanic Health Care
09 Jun 2005 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Consumer Behavior in Transitional Economies Part I: Develop Customers
14 Apr 2005 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Fast food with a conscience?
08 Apr 2005 | Darrel Rhea
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
When Marketing and Self-Esteem Interact
08 Feb 2005 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
El Otro Lado Part 3: We Can't Predict The Future of Love and Marriages
24 Jan 2005 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Economic Borders taking the place of National Borders
13 Jan 2005 | spalacios
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Should I Offer Bilingual Documents?
12 Jan 2005 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Los Niños, Las Niñas, and the Hispanic Family Puzzle?
11 Oct 2004 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
To Translate Or Not to Translate, That is the Nagging Problem!
12 Aug 2004 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
El Otro Lado Part 2
19 Jul 2004 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanic Market: El Otro Lado
12 Jul 2004 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Diversity and Profits
28 Jun 2004 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanic Market Boom
12 May 2004 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
The Right Hispanic Reach
06 May 2004 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Concepts For Understanding The Hispanic Immigrant Market
06 May 2004 | Added Value
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanic Community Marketing
31 Mar 2004 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Banked and unbanked Hispanics, and the question why?
21 Feb 2004 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
ROI from blind spots in the US Hispanic market
29 Oct 2003 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanic Health Care Considerations
10 Oct 2003 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Corporate Responsibility and the US Hispanic Market
08 Sep 2003 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Hispanic purchase decision making
06 Aug 2003 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
The print opportunity in the Hispanic market
06 Aug 2003 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
How Hispanics Experience Grocery Shopping
02 Aug 2003 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
What works better in communicating with the Hispanic market, a culture general or a culture specific approach?
28 Jul 2003 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]
Cultural archetypes, communication, and marketing
10 May 2003 | Felipe Korzenny
The communication and marketing disciplines struggle to provide tools that enable marketers and advertisers to reach individuals in a specific and unique ways to gain their favor and conquer their emotion. Uncovering cultural archetypes and relating them to the attributes of products, ideas, and services is a rich way of achieving powerful positioning platforms. When […]