Got Your Game Face On For Copa América Centenario?

by Ruben Terrazas, Copy Editor/Translator   Dieste is a leader in multicultural marketing and diversity in the workplace – and we have the faces to prove it!     Employees at Dieste, like the teams soon to vie over the Copa América Centenario, come from many places. Diversity is one of the things that make Dieste unique, with a variety of faces representing the U.S. as a whole. We thought it’d be exciting (and we’re not the only ones) to show off some of the countries we have a personal connection to by showcasing our pretty mugs wearing some of…

Iconosphere 2016: Disruption And More In Planner Heaven

by Dannely Flores-Kramer, Erin Clark and Gabriela Gonzalez At Dieste, we pride ourselves in developing communication from data-driven insights; understanding consumers and their environment is the mere foundation to overcome business challenges. One thing we learned – or at least we got reassurance at the very least – at Iconosphere 2016 is that our ever-changing consumer will continue to be that, an ever-changing consumer. Whether it’s a millennial parent, a gen Z girl, or a tech-savvy boomer, consumers will continue to evolve and for that, brands will have to adjust as well. Here’s what to watch out for marketers: Disruption  An…

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…

Brands Join the 2016 (Political) Party

The 2016 election cycle has been one of the most interesting and unusual in presidential history, and with the mic on brands seem to want to jump on the political bandwagon. While some believe it’s very challenging for brands to get involved in such controversial topics – others have been able to play around and ride the wave. Voters are demanding more and more information about the issues that are close to them, and with so much information overload, some need a little help keeping up with news and updates. Some brands have facilitated this connection, while others have managed to…

Finding the Right Note: The Role of Music in Advertising

When it comes to the effects of music on humans, we have only begun to scratch the surface. Neuroscientists are making new discoveries each year that shed more light on both the physical and mental impact of music. Some recent studies have even shown how music heightens positive emotions to the point that it stimulates hits of dopamine making us feel good or even elated.  From reducing stress to relieving pain to boosting learning and memory, music is indeed a powerful force.

Find Your Brand Archetype, Find Your Followers

If you’re a moviegoer, you might be surprised to find out you know more about brand archetypes than you think you do. It’s a fancy word, but with a very important meaning for communication strategy. Have you noticed that many heroes come from a sad, fearful past? Think Batman or Luke Skywalker! Or, can you count all the characters you recall that are pure dreamers full of optimism and believe in changing the world just for goodness’ sake. Picture Amelie, Wall-E and Forest Gump sitting in the same restaurant and sharing a Coke. They symbolize something to all of us….

Does Anyone [Need to] Pay Full Price Anymore?

  New year, new sales. That’s what retailers were hoping for. After what should’ve been the most profitable season of the year, consumers are now fully –  and mindfully – controlling how, what and why they purchase. The power has shifted to the people. Some time ago, retailers were in charge; setting their prices and creating demand for their products with simple marketing tools. If consumers didn’t want to buy from you, it was on them. Now the price tag has evolved from representing legitimate cost, to being merely seen as a suggestion. I say suggestion, because it’s never been…