Mastering brand loyalty among Millennials is increasingly a topic of conversation across professional networks and conferences in the marketing and communications industries. According to Deloitte[1] the overall loyalty toward brands has declined for the third year in a row, attribution being made to private labels. But what are private labels anymore? Walmart’s Great Value? Cotsco’s […]
The American Dream Is Alive And Well For Affluent Latinas At 34% of the 15 Million Hispanics that earn between $50 and $100,000 per year, Affluent Latinas are a market segment that deserves the attention of all brands, from CPG to Luxury products. Not only is this a sizable market but it is surely one of […]
The Ins And Outs Of Implementing An Integrated Marketing Plan More than 20 years after “integrated marketing” became a buzz word across industry sectors, CMO’s and CEO’s often continued to struggle with this proven driver of ROI. In my view, this results from a misunderstanding of the concept and ultimately, poor implementation. In the highly […]
Much has been written and said about the complexities of attracting and sustaining brand loyalty among Millennials. Yet, less is heard and frankly, understood about the influence of multicultural values on the consumer behavior among this coveted market segment. In fact, Millennials are the most ethnically diverse group of American consumers in history and the […]
Ever been on the road driving from one point to another, thinking of all your to-do’s and you miss the exit? @#^!! On perfect cue, your GPS immediately rises to the challenge and makes the ominous statement “Reconfiguring route”. This also happens in real life more often than we’d like. We all have an internal […]
We are grateful to our signature sponsors, Pepsico, Sara Lee and VISA, and to our partners New American Dimensions, who have made possible the undertaking and completion of this study. It is not viable to address all the findings and conclusions of this in-depth review into Latina shopper behavior in a single blog or publication. To […]
In the NY Times article published Saturday, January 14, “For many Latinos, Racial Identity is more Culture than Color” the author, Erika Lubliner reports that Cultural Identity is the main self-defining difference between Latinos and Non-Latinos living in the U.S. today. We strongly applaud the NY Times for contributing to the clarification of this matter because […]
In a matriarchal culture such as ours, the family dynamics in Hispanic homes revolve around mamá or mami, abuela, tía and nena*. Opportunities abound for brands that address the needs and desires of these Latina shoppers: She is the gateway to the larger Hispanic family unit; she is the decision maker in the household and […]
