• ENGAGE:HISPANICS
    Innovating Under The Latin Influence
    Innovation is the life blood of any successful business; without it ,companies cease to offer brands, products, services and experiences that delight their customers. Eventually, companies that don't disrupt themselves with their own innovation get disrupted out of existence by more innovative players. But finding great new ideas and turning them into products and services that customers love is no easy task. Just ask any entrepreneur, top executive, marketer or anybody with the word innovation in their title.
  • ENGAGE:HISPANICS
    'Cultural Relevancy'?
    Whenever the topic of reaching Hispanic consumers is brought up, we are constantly reminded of the importance of cultural relevancy, even though I've written extensibly about the subject. But exactly what does it mean? And how does a brand empower cultural relevancy as part of their strategy? According to an article in "Forbes," "Hispanics are more inclined to build trustworthy relationships with people and companies that take the time to understand who we are and what we represent morally, ethically and culturally."
  • ENGAGE:HISPANICS
    Celebrations And Holiday Opportunities
    Something published recently by Nielsen Homescan reminded me of a quote by funny man Milton Berle: "If opportunity doesn't knock, build a door."
  • ENGAGE:HISPANICS
    Big Brands Celebrate Dia De Los Reyes On Facebook
    A few months ago, I discussed the launch of Facebook's Hispanic affinity cluster and how it opened up a new and powerful opportunity for brands to engage with U.S. Hispanics. Earlier this week, many Hispanics celebrated Da de los Reyes (Three Kings' Day), and when I saw my Facebook feed on this traditional Hispanic holiday, it was clear that big brands are starting to take advantage of that opportunity.
  • ENGAGE:HISPANICS
    Nontraditional Markets Emerge
    I often say the Hispanic market in the U.S. has been changing as quickly as it has been growing the last 15 years. One of the biggest ways it has changed is geographic distribution. One only has to take a quick glimpse at the following heat map to understand how the Hispanic population is spreading to what demographers increasingly refer to as "nontraditional" Hispanic markets.