Recently, I had the pleasure of connecting with the Minneapolis design firm Cue to discuss their organization’s redesign of the popular tequila brand el Jimador. The tequila was introduced in 1994 and has since become the top selling tequila in Mexico, competing in a saturated market of over 1,300 existing tequila brands. Responding to competition within an increasingly changing demographic base in both the U.S. and Mexico, el Jimador needed to find new ways to appeal to the new multicultural consumer. I was fortunate to spend a few minutes speaking with Ed Mathie, the managing director for Cue, about their efforts to strengthen el Jimador’s brand expression, and get an inside look at how engaging and value driven brand strategies are developed and implemented.
I am proud to announce that Latino Branding Power’s infographic “Latinos in the U.S. are…” won a placement in the popular American Graphic Design Awards 2012 competition. The annual contest, presented by the magazine Graphic Design USA, highlights projects from designers, studios, and agencies throughout the nation. Originally created in conjunction with the 2010 Census results, the infographic touts statistics about Hispanic growth in the U.S. It is an honor to be considered among the many talented winners within the creative industry and to help give Hispanic influence a voice among them.
I had just completed a new blog post this week when the Pew Hispanic Center released another study. This one is about the turnaround in Mexican immigration. According to the report, immigration from Mexico has dropped to zero and possibly even less. Like their previous report about Hispanic/Latino identity, this latest report also has implications for marketers and brands. So, is this now the end of Hispanic marketing? Again, not really.
A report this past month from the Pew Hispanic Center states that neither of the terms “Hispanic” or “Latino” has been fully embraced by individuals of… well… Hispanic or Latino origin. While this may not be new news to those of us who belong or work within Latino populations, the report indicates challenges many brands and marketers face in trying to connect with Hispanic demographics. According to the report, half of Latinos identify more strongly with their respective country of origin (Mexico, Puerto Rico, Colombia, etc.) rather than a pan-Latino identity. Is this the end of Hispanic marketing? Not really. The answer, however, may be much more complicated.
Please download and feel free to use this infographic as a screen-saver, desktop background, or print it out as a convenient resource about the power of Latino demographics in our nation.
A recent article in the Grand Rapids Press attempts to take a look forward to the upcoming results and compares local stats from the previous 2000 Census to recent numbers from the bureau’s 2005-09 American Community Survey. Despite an overall decrease in Michigan’s population, the numbers indicate dramatic Hispanic population growth is expected within the state as a whole, West Michigan, Kent County, and the city of Grand Rapids.
Local Grand Rapids prevention coordinator Angel Rodriguez once invited me to talk with his middle and high school students enrolled in the Yo Puedo Latino youth program. At one point in the conversation, the students were enlightened by the fact that in 2050, non-Anglo populations will become the majority of people in the U.S. Angel was quick to remind the students that true empowerment can only be achieved by taking advantage of opportunities afforded through education. He is right.
Over the upcoming weeks, we should plan to see much attention focused on the results of the 2010 Census. The U.S. Census Bureau has and will continue to release results on a state by state basis. A recent AP video (below) addresses the 2010 Census and the estimates that indicate a significant rise in ethnic populations, especially among Latinos.