Sunday, December 15, 2019





Finding the silver lining in cultural appropriation

Posted by Elena del Valle on November 20, 2019

By Gabriela Lechin
Senior vice president
Global Results Communications

Gabriela Lechin, senior vice president, Global Results Communications
Gabriela Lechin, senior vice president, Global Results Communications

Photo: Global Results Communications

Despite accounting for less than 20 percent of the United States population, Hispanics accounted for 82 percent of the United States labor-force growth participation between the years 2010 and 2017. Gross Domestic Product (GDP) among Hispanics in America grew at a faster rate than the overall United States economy during this time, increasing from $1.7 trillion in 2010 to $2.3 trillion in 2017, according to the 2019 LDC U.S. Latino GDP Report by the California Lutheran University, making it the third-highest growth rate among all global economies during that period on a compounded annual basis. Some of the main influences powering this performance are Hispanics healthy growth in population, their increasing consumer spending and high labor-force participation. According to the report, the financial contribution of the Hispanic community in America will become progressively significant in the upcoming years of the country’s economy.

Click to read the entire Guest Article by Gabriela Lechin: Finding the silver lining in cultural appropriation



Micro-Influencers Are the Future of Marketing

Posted by Elena del Valle on October 8, 2019

By Isabel Rafferty
CEO
Canela Media

Isabel Rafferty, CEO, Canela Media
Isabel Rafferty, CEO, Canela Media

Photo: Canela Media

In this age of social media and personal branding, people are more attuned than ever to the PR-speak, photo-shopped images and marketing tactics that brands engage in. As a result, audiences have shown an affinity towards those brands that present a more “authentic” version of themselves – that is to say, a version that takes a more active role in addressing real world issues and promoting diversity. As a result, many brands have looked to influencer marketing to bring them additional credibility. However, as consumers grow increasingly cynical not only of brands but of the influencers who peddle their products, brands have to find new ways – and new influencers – to increase trust.

Click to read the rest of Micro-Influencers Are the Future of Marketing

The Global Employee Engagement Crisis

Posted by Elena del Valle on May 1, 2019

By Javier O. Delgado
Chief executive officer of PeopleToo LLC

Javier O. Delgado, CEO, PeopleToo LLC

Javier O. Delgado, CEO, PeopleToo LLC

Photo: Javier O. Delgado

Article Takeaways

  • Employee engagement has barely budged in years
  • Measuring engagement isn’t sufficient to improve it
  • Five proven strategies can improve employee engagement

The world has an employee engagement crisis, with serious and potentially lasting repercussions for the global economy.

Though companies and leaders worldwide recognize the advantages of engagement, and many have instituted surveys to measure engagement — employee engagement has barely budged in 18 years. Click to read the entire Guest Article: The Global Employee Engagement Crisis

What To Expect From Generation Z

Posted by Elena del Valle on March 13, 2019

Branding Implications  

By Jay Gronlund
President
The Pathfinder Group

Jay Gronlund

Jay Gronlund, president, The Pathfinder Group

Photo: Jay Gronlund

We have heard a lot about Millennials (i.e., Generation Y), their impact on business, politics and society, and how different their values and practices are. Well, get ready for Generation Z. Their attitudes and actions are even more progressive and even more confounding to marketers. This Generation Z (born after 1996) is the best educated, most diverse and easily most open to emerging social trends of any prior generation. And their potential impact on commercial and political brands will be transformative. Click to read the entire article What To Expect From Generation Z

Helping Hispanic Families Access Affordable Healthcare

Posted by Elena del Valle on February 13, 2019

By Mario Anglada
CEO
Hoy Health

By Mario Anglada CEO Hoy Health

Mario Anglada, CEO, Hoy Health

Photo: Mario Anglada

Three trends pose a growing issue for Hispanics families in the United States: 1) Hispanics have the highest uninsured rates of any racial or ethnic group 1; 2) this community is projected to comprise almost 29 percent of the U.S. population by 2050 2; and 3) healthcare disparity for this underserved population persists in the form of barriers to care, including cultural/language barriers3, lack of access to preventive care, and the lack of health insurance. In 2015, 19.5 percent of the Hispanic population was not covered by health insurance, as compared to 6.3 percent of the non-Hispanic white population.

Click to read the entire article: Helping Hispanic Families Access Affordable Healthcare

Reaching Multicultural Audiences

Posted by Elena del Valle on November 28, 2018

The New Content Omnivore Paradigm™

By Adriana Waterston
Senior vice president
Insights & Strategy, Horowitz Research

Adriana Waterston, senior vice president, Insights & Strategy, Horowitz Research

Adriana Waterston, senior vice president, Insights & Strategy, Horowitz Research

Photo: Horowitz Research

To succeed in today’s complicated media ecosystem, companies must make it a strategic imperative to cater to the needs of Hispanic and multicultural consumers and audiences.

Historically, these audiences have been the hungriest for content. These are larger households run by relatively younger heads of household that are more likely to include more children than their White, non-Hispanic counterparts. They are often multigenerational and multilingual. To keep up with their varied content needs, they are willing to use all the platforms, screens, and services at their disposal.* Click to read the entire article: Reaching Multicultural Audiences

Communicating Effectively Between Diverse Cultures Within a Company

Posted by Elena del Valle on September 26, 2018

By Ray Zinn
Author
Tough Things First

Ray Zinn, author, Tough Things First

Ray Zinn, author, Tough Things First

Photo: Ray Zinn

We truly live in a global business environment.

People are mobile. Silicon Valley, where I lead my semiconductor company for 37 years, attracts talented people from across the globe. Any cosmopolitan city does as well. In the age of the Internet, even mom-and-pop companies routinely interact with people in vastly different cultures.

The 21st century reality is that you need to create diversity to thrive. Long gone are the days when all your employees and partners come from one country or one culture. To make it, you have to communicate with a lot of very different people.

Click to read the entire article Communicating Effectively Between Diverse Cultures Within a Company

Brand Naming, The Unsubtle (Trump) And The Subtle (Pharmaceuticals)

Posted by Elena del Valle on February 6, 2018

By Jay Gronlund
President, The Pathfinder Group

Jay Gronlund

Jay Gronlund, president, The Pathfinder Group

Photo: Jay Gronlund

Most people think “branding” is simply about creating a catchy, memorable name for a product, service, organization and even people. However branding is much more complex. Good branding starts with the development of a message or impression that reflects the unique benefits and characteristics of that entity, and then creating a name that ideally communicates its qualities and personality to targeted customers. There are numerous approaches and philosophies for brand naming. Here are two contrasting examples: President Donald Trump’s tendency to coin descriptive, simplistic (and usually negative) labels on his adversaries that reflect his opinion of them, and the more subconscious, subliminal use of “phonologics” by pharmaceutical companies to create brand names for their products.

Click to read the entire article Brand Naming, The Unsubtle (Trump) And The Subtle (Pharmaceuticals)

The Resurgence of Values-Based Branding For Restoring Trust and Credibility

Posted by Elena del Valle on November 15, 2017

By Jay Gronlund,
President, The Pathfinder Group

Jay Gronlund

Jay Gronlund, president, The Pathfinder Group

The scary decline of trust in all facets of our society has created a new challenge for brands: how can brands overcome the growing skepticism and lack of credibility caused by this distrust to authentically relate to their customers. These trends have led to a rise of cynicism, where most Americans trust news or feedback more from “people like themselves” (especially pertinent for Hispanic consumers) rather than the government, media or big business and brands. Appealing to these distrustful customers who lack confidence and motivation has become a top priority. The answer will involve a new type of marketing, values-based branding, which will be focused more on identifying, relating to and engaging these customers’ values and ethics.

Click to read the entire article The Resurgence of Values-Based Branding For Restoring Trust and Credibility

The Power of Storytelling for Brand Marketing and Communications

Posted by Elena del Valle on February 8, 2017

By Jay Gronlund,
President, The Pathfinder Group

Jay Gronlund

Jay Gronlund, president, The Pathfinder Group

Photo: The Pathfinder Group

Technology has transformed our world into a data obsessive circus where information is unbelievably accessible, connectivity is constant, and unpredictable events always surprise and engulf us. Call this extreme clutter and volatility. With so much information and multi-tasking surrounding us, it has become a challenge to restore simplicity, clarity and focus in our communications. These excessive conditions provide the main impetus for the re-emergence of storytelling for inspiring, engaging and connecting to others.

Read the entire The Power of Storytelling for Brand Marketing and Communications