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 […]