The Opportunity in Financial Services for Latinos
I just came across a new report prepared by two faculty members at University of Virginia’s Darden Graduate School of Business. The report, PERDIDO EN LA TRADUCCIÓN, is a culmination of a year’s worth of research focusing on financial services for the rapidly-growing Latino population in the US. Click here to download the entire report.
Máximo Report: New Generation Latino Study
One of my buddies, Gonzalo Perez, recently released a research study on 14-34 year old Latinos. For more information on the study, click here. Here’s a quick summary, the 100-page Máximo Report is a comprehensive cross-section of topics including: Media habits and preferences The role of language and identity Usage and preferences around
Advertising scholarship for African-American students
If you know any African-American high school or college students interested in advertising, tell them to check out Hyper Island. The Reason – Goodby Silverstein & Partners will pay tuition for two African-American students to attend 40-to-45-week creative programs at the digital school. For those not familiar with Hyper Island, some in
(Retry) The Bigness of the LGBT market
Niche marketing is all about reaching a specific group of people or clique. Nowadays, it seems that companies are increasingly marketing to the LGBT clique. And, here’s the reason: 85 percent of LGBT consumers were likely to make purchasing decisions based on which companies market to them. This according to internal research
The Bigness of the LGBT market
Niche marketing is all about reaching a specific group of people or clique. Nowadays, it seems that companies are increasingly marketing to the LGBT clique. And, here’s the reason: 85 percent of LGBT consumers were likely to make purchasing decisions based on which companies market to them. This according to internal
Chrysler Favors Impressions over Expressions
Many of you have seen the ad for the Chrysler 200 during the Superbowl. You know … the one featuring Eminem. This is when Chrysler first introduced the tagline “Imported from Detroit.” Since then, a t-shirt company from Detroit called Pure Detroit made use of the tagline for a line
6 presentations to help you become a multicultural marketing genius
Below you’ll find some presentations I dug out which should help in your approach to reaching multicultural audiences. Listening To Multicultural Consumers – #rethink10 View more presentations from Lynne d Johnson Lessons from the Marketing Campaign Trail: Using Social Media to Engage Multicultural Communities View more presentations from Jessica Faye
Speaking Event @ Babson College this weekend
I’ll be taking my talents to Boston this weekend to speak at two events hosted by my alma mater. In the morning, I’ll be speaking with the graduate school as part of a strategy to increase Babson’s visibility and success with diverse candidates.
Honda
Conducted exploratory research to understand the mindset of multicultural youth. Research revealed emerging cultural insights, which led to better creative briefs and stronger creative execution. Partnered with Rebel Industries & Muse.
Timberland
Conducted cultural immersions and in-depth interviews via grassroots network (network of community-based organizations providing access to young people) to assist in development of strategic marketing campaigns and to understand the feelings, values, and perceptions that underlie and influence behavior.
Totally Wired
“The Reason has been instrumental in helping me take the message of my book to hundreds of parents and educators hungry for information about what kids are doing online and with other technology. By helping me to attract a blue-chip sponsor [Proctor & Gamble] and managing speaking engagements across the
Levi’s
Conducted cultural immersions and focus groups to generate ideas for improvements to jeans. Research also provided insight into purchase decision dynamics for young people.
Verizon Wireless
Conducted primary research to understand perceptions around potential celebrity endorsers.
Converse
Conducted qualitative research to generate ideas for product improvements and to help develop stronger creative executions.
ESPN The Magazine
Designed, managed and activated events for magazine advertisers to connect with audience outside of print ads.
Learning from Aristotle
The Greek philosopher Aristotle believed that everything has a telos, which roughly means a reason, purpose, or intention. For example, an acorn’s telos is an oak tree. He also believed that human life has a telos, and that aim is happiness. Aristotle would ask about your telos. I often ask
The New American Colleges & Universities
Conducted brand audit and developed communications plan to deepen association’s connection with its 20-member schools. Brand audit also led to a name change. The New American Colleges and Universities (formerly Associated New American Colleges or ANAC) is a national consortium of 20 selective, small to mid-size independent colleges and universities dedicated
Villa
Developed documentary improving branding and messaging for lifestyle retailer driving expansion into key markets.
20th Century Fox
Provided strategic direction for 20th Century Fox urban business and subsequently developed creative studio imprint incl. naming, visual identity, and animatic to increase brand trust and awareness.
Boston Private Industry Council
Implemented strategic plan for the Boston Private Industry Council to increase summer employment opportunities for Boston high school students.