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Stephen Palacios

Member since March 2018Contact Stephen

Stephen Palacios is a partner and principal at Ahzul, an inspiration agency focused on using research and insights to better understand culture. Stephen is a frequent speaker at industry conferences and has been quoted in publications including the Los Angeles Times, NY Times, Financial Times, and AdAge, and has been featured on ABC’s Nightline and PBS’s Latino market documentary, Brown is the New Green. Clients include Amazon, Wells Fargo, Samsung Global, Target, and Time Warner Inc.

Articles by Stephen All articles by Stephen

  • A Brief Reminder Of The Role Of Hispanics In The U.S. Military in Marketing Insider on 05/30/2018

    Modelo Especial recently highlighted Hispanics' contribution to the U.S. Armed Services in an ad celebrating the service of Juan Rodriguez-Chavez. Many see this ad in the context of today's political environment, and perhaps it was intended as such. However, this 30-second vignette highlights a tradition that extends to the formative days of our country.

  • Como Estan, Y'all! in Marketing Insider on 05/22/2018

    When Jose goes to soccer league at the International Indoor Soccer Complex in Antioch, Tenn., he asks his Mexican, Salvadorian and Guatemalan teammates where to buy a Jeep. Well, as it so happens, Freeland Auto is less than nine minutes away and has an extensive showroom.

  • Updates To The Hispanic Modern Family in Marketing Insider on 05/16/2018

    Sofia Vergara's Modern Family character, Gloria Delgado-Pritchett, is arguably the most recognized Latina mom in popular culture today.

  • Cinco De Mayo Stereotypes in Marketing Insider on 05/09/2018

    This past Saturday, the famous battle of Cinco de Mayo was commemorated ... at least satirically by Dos Equis in a recent commercial. Of course, Cinco de Mayo celebrates the Mexican army's 1862 victory over France at the Battle of Puebla during the Franco-Mexican War and is considered a relatively minor holiday in Mexico. Around this manufactured Mexican holiday, I cannot think of a better time to broach the topic of Latino stereotypes.

  • How Can GPG Grow? Think Small. in Marketing Insider on 05/01/2018

    Are you a fan of microbrews? If so, your CPG marketing strategy may be, too.

  • My Millennial Strategy Is My Multicultural Strategy And Other Urban Myths in Marketing Insider on 04/26/2018

    Yes, the 72-million strong Millennial generation is coming into their own and starting to buy stuff. Enamored marketers are salivating (or running scared) at the prospect of serving them. Older marketers and students of consumerism remember the defining impact of the last mega-generational cohort, the Baby Boomers; how they shaped consumer trends, created categories of products and services, and generally made or broke one's business success.

  • One Day At A Time Can't Come Fast Enough For Latinas in Marketing Insider on 04/17/2018

    Young Latina Fernanda Vazquez received her first paycheck and celebrates with her extended family in a tender moment of accomplishment in "Girl's First Check" by Wells Fargo. Notable? Yes, as it was one of the first national ads that featured one of the biggest, yet least acknowledged, shifts occurring in the U.S. Hispanic market - the professionalization of Latinas.

  • Branding Lessons From 'The Godfather' in Marketing Insider on 03/12/2018

    "Bouna sera, bouna sera," lamented Vito Corleone in the opening scene of "The Godfather." After being asked to murder for money by his Italian undertaker acquaintance, Don Corleone emotionally replies to his petitioner in Italian, signifying his deep disappointment. This dialogue detail from "The Godfather" highlights that people instinctively react in their native tongues when mining the depths of emotion. New insights suggest that director Francis Ford Coppola's intuition on the use of Italian dialogue here is backed by social psychiatry, and unconscious vs. conscious brain processes. Brands would be wise to understand why.

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