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.
This past year, the Pew Hispanic Center released results from the U.S. Census Bureau that found Latino college student populations meeting a number of milestones in 2011:
- The number of Latinos enrolled in college exceeded 2 million
- Latinos made up 16.5% of all college enrollments
- Latinos made up 25.2% of student enrolled in two-year colleges
- For the first time, Latinos were the nation’s largest minority among four-year college and university students
These milestones reflect a continuing upward trend now seen by many college admissions departments. Should this be a wakeup call for college administrators? One university in rural northwestern Michigan decided to answer the call.