What Multicultural Millennials Can Teach You About Brand Identity

by Jesús Acosta, Art Director There’s a saying in Spanish – de la moda, lo que te acomoda – (from what’s fashionable or trendy, use only what really fits you). Brands, just like people, try to keep up with trends to stay relevant. Sometimes it seems that jumping onto a trend because others are doing is a cool thing to do, but then we realize that we may have sacrificed some of our self-identity. It happened to some brands not too long ago when they went too far into changing their logotypes to a straight and clean sans-serif font to follow…

Does Diversity Lead To Economic Growth?

by Alejandro Martinez, Director of Marketing Intelligence In past Provoke Weekly publications, we’ve talked about how diversity makes us smarter and more productive. So, if diversity can make us more productive at the corporate level, could it also be reflected at the macroeconomic level? In other words, can diversity lead to economic growth? We found that 80% of states with a high Gross Domestic Product Per Capita (GDP Per Capita) have more than 50% diversity (to measure diversity we used the ESRI Diversity Index, which is the likelihood that two people from the same region belong to a different race or…

What I Learned From the 2016 Billboard Latin Music Awards

by Elva Garza, Brand Leadership I have been fortunate to attend the Billboard Latin Music Awards twice in my career, once in 2009 in Puerto Rico and most recently last week in Miami. With a total estimated viewership of over 5.5 million viewers, a third of which came from online-streaming, the Premios Billboard continues to be one of the premier events for the US Hispanic community and one of the most relevant partnerships for brands. There were a number of things that have changed since 2009—mobile usage wasn’t nearly as big as it is right now, social media was just a…

Help Spread the Word About Latinas Making a Difference

by Gabriela Gonzalez, Planning Director 26 million strong and growing $1.4 trillion in purchasing power 1,469,991 businesses Source: US. Census 2014 Latinas today are coming into their own, promoting positive change with their limitless drive and energy. All by utilizing their 200% Identity as a springboard to inspire, create and express their unique vision. What is the 200% Identity?  The 200% Identity alludes to 64% of the Hispanic population[1] who are not caught in the middle questioning if they are either Latino or American. Why would they, when they can be both 100% Latino and 100% American? As Latinos embrace…

A Glimpse into the World of Boxing Today

by Erin Clark, Planning Director When you ask a marketer to name a sport that is popular with Hispanics, chances are 9 out of 10 times you’ll get soccer as the answer. But, as emphasized in a previous Provoke Weekly, Hispanics aren’t only into soccer.  NFL ranks high on the list, but when you dig further you’ll find that boxing is a viable niche with deep multicultural roots – particularly for Hispanics. Boxing is so ingrained in Hispanic culture today that when looking at viewership data*, Hispanics make up the highest proportion of Pay-Per-View purchasers, boxing’s primary distribution method. The…