Cultural Pinpointing
Nov 21As you meet with your clients to address how best to handle their Hispanic marketing approach, you should advocate the idea of cultural pinpointing as a part of the overall strategic framework. Cultural pinpointing is the idea of marketing to ethnic consumers in an authentic way, with positioning and messaging meant exclusively for them. Cultural pinpointing helps clients protect the quality of...
America's Diversity Stew
Nov 10The election of Barack Obama as president of the United States says a lot about America. It confirms what is good about our nation and what diversity offers our future – new ideas, innovation, consensus and a renewed enthusiasm for American values. I’m reminded that while many see America as a “melting pot” some like my friend, Hector Barreto, the former head of the U.S. Small Business...