The recent holiday season has been time for me to both celebrate and reflect. Music has often been the soundtrack to our celebrations and I tend to reflect on the origins of holiday music and how it has become so beloved.
This past month, I had the pleasure of sharing in a panel presentation about the importance of Latino marketing and branding. Presented by the Grand Rapids Area Professionals for Excellence (GRAPE) and hosted at Amway headquarters in Ada, Michigan, the panel discussion featured myself and three other invited guests – all respected Latino/a professionals in West Michigan. What followed was an engaging and well-informed discourse, not only on the subject of Latino marketing, but also about acculturation, demographic labeling, and even politics.
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.
Today, the Dallas based pizza franchise Pizza Patrón will launch a one-day marketing effort to connect with its burgeoning Latino consumer base. For a three-hour period, Pizza Patrón will give away free pizza pies to customers who order in Spanish. This seemingly low-key promotion tactic has actually sparked controversy for the pizza chain–mainly from critics who feel rewarding those who order in Spanish is discriminatory. Good or bad, controversy surrounding the marketing stunt has given Pizza Patrón plenty of publicity. Is there a place for controversy in marketing campaigns, even those that reference Latinos?
I remember listening to popular music as a teenager. Sometimes the way lyrics were sung gave much leeway to misinterpretations. Some of the most famous misinterpretations have become almost legendary and many can be found on the website www.kissthisguy.com. The site is named after the popular Jimi Hendrix song Purple Haze in which the lyrics “’Scuse me while I kiss the sky” have often been misinterpreted as “’Scuse me while I kiss this guy”. Kind of funny. What happens, though, when the layer of a second language defines how an individual interprets the letras of a song? The results can be amusing, if not somewhat clever.
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.
I was honored recently to have a guest spot on the West Michigan based show Radio in Black in White. The show, facilitated by Skot Welch and Rick Wilson, covers topics related to race, ethnicity, and cultural competence. Skot and Rick have many years of collective experience in these areas and will often delve into uncharted waters during their weekly broadcast discussions. I appeared during a segment of the show when they took a few moments to talk about Latino culture, Hispanic marketing, and the origins of Latino Branding Power. Listen to the clip below featuring my talk with Skot and Rick:
Last week, I was happy to have a small feature in Rapid Growth Media, a local online weekly that reports about the arts, innovation, and economic development in Grand Rapids, Michigan. I was interviewed by journalist and creative strategist John Rumery about Latino Branding Power as well as some of my thoughts and insights about marketing to Latinos.
I was honored last week to be invited to participate on a panel discussion with other esteemed West Michigan colleagues at Davenport University. The panel was part of a series by the university entitled Secrets of Success. We were asked, as Latino business owners, to talk about lessons learned, barriers overcome, and our thoughts about how other businesses and organizations can connect to the burgeoning Latino demographic. It was a privilege to be invited and I truly enjoyed the engaging conversations held with the audience and my fellow panelists.
In October, I wrote a post proclaiming a manifesto against discrimination for multicultural and Hispanic marketing professionals. In my opinion, not only do we have an obligation to our clients and business needs, but also to make our communities better places to live. Unfortunately, discriminatory attitudes still exist in advertising, marketing, and media. The good news is that those who have had the most negative impact on the perceptions of race and ethnicity are also in the unique position to propagate the most good. A recent campaign from Mexico may suggest there are other professionals that agree.
At last month’s LATISM conference, I couldn’t help but notice that the majority of attendees and presenters were Latina. I realize this observation should not be a surprise, as Latina bloggers continue to influence the online world. But this being my first social media conference, I found it a refreshing divergence from the typically male dominated worlds of computers and technology. Every day, these social media mavens provide highly valued content to their peers throughout the nation and internationally. Many brands have jumped on board with their advertising dollars. Those who haven’t would be wise to take notice.
Last month, I had the pleasure of being interviewed again. This time it was by Chantilly Patiño of the respected blog sites Bicultural Mom and Multicultural Familia. Chantilly has earned a community of followers that values her insights and perspectives. (She is also a fellow West Michigander, originally from Muskegon, Michigan) Although Chantilly covers many topics related to multiculturalism, she excels with her discussions about families and relationships. Being a blogger of multicultural marketing related topics, I was honored to receive the invitation.