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…

Do The Political Views of Millennials Make Sense?

The Atlantic wrote a timely piece about how the political views held by Millennials don’t make any sense. The article goes on to explain that according to a recent poll conducted by the Reason Foundation, the political views held by young adults, 18 to 29 years of age, are contradictory and do not make sense. For those of us immersed in politics and in the hope of a better future, this finding is scary – especially when you consider that Millennials (given the population size) could very likely determine who our next president will be. In March, the Pew Institute…

Why Census Race Is Struggling To Define Multicultural America

While multiculturalism continues to define America, census race categories are finding it more and more challenging to pinpoint a person’s origin or identity. As marketers, this kind of data has helped define patterns in behavior, but as multicultural Millennials grow their presence, will we be able to continue to rely on the same data? Where are you from? Having spent these past 10 formative years working on the multicultural side of marketing, I can honestly say hearing the question is equally as casual as inquiring what your peer is having for lunch that day. And if we are being honest,…

How Rising Latino Voters Will Drive A New Political Marketing Age

The 2016 presidential election may be a year away but the campaigns are already in full swing with Latino voters taking note! Many of the candidates are dominating the headlines for both good and bad reasons, particularly Donald Trump and his derogatory comments about the Latino community. If candidates haven’t learned yet, insulting the Latino community only empowers us to unite so our voices can be heard.  If the candidates do not realize how integral the Latino community is before Election Day, it could be detrimental to their campaigns and their hope of becoming the next president. The Latino Voter Population…

Boost your Hispanic Marketing with Local Insights

One of the best ways to boost your Hispanic Marketing efficacy, especially in highly competitive markets, is by adding local insights to your national strategy.   Because not all Hispanics or Hispanic markets are alike, local insights can help you regionalize and complement your marketing message for greater results. As stated in the book “1+1=3, Changing the Equation with the Booming Hispanic Market”, there is great Hispanic diversity within the U.S. Besides country of origin, there are many cultural, demographic and behavioral differences among Hispanics that you can use to your advantage.   Below are some quick examples from the…

¿Will Spanglish Become Trendier Than Calabaza Spice?

By: Planning Director and fluent Spanglish speaker, Erin Clark When it comes to language, there is no doubt that it is ever-evolving. From Olde English to “OMG” or Latin to “Spanglish,” humans continue to look for ways to express their thoughts in the simplest form.  According to an analysis from the Pew Research Center, approximately six-in-ten adult Latinos (62%) speak English or are bilingual. A similar analysis by Pew Research reported that English proficiency among foreign-born Latino children jumped from 43% in 1980 to 70% in 2013. And, that rises to 89% for US born Latino children.  This younger generation is…

Data Joins Creative at the DMA’s &Then 2015 Conference

Eduardo Rocha, Sr. Copywriter We joined hundreds of marketers from around the world at Direct Marketing Association’s &Then 2015 conference. Creatives, technologists, strategists and data experts shared insights, challenges and best practices in data-driven marketing. We came away with deeper insights into the interaction between data and creative. Taming the Unstructured Data Jungle If we accept that the role of data is to inspire great creative, we’re going to be seeing a lot of inspiration soon. That’s because shortly, multicultural marketers might benefit from data that lets them target their messages taking into account not just culture and language, but…