Wednesday, January 23, 2019



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How Personal Branding Can Help Latinas Achieve More

Posted by Elena del Valle on June 15, 2016

By Jay Gronlund,
President, The Pathfinder Group

Jay Gronlund

Jay Gronlund, president, The Pathfinder Group

On May 19, 2016 I went to the “Latinas & Power” symposium in Hartford, CT, at the invitation of the main organizer, Marilyn Alverio. Although this event had been running for 13 years, it was my first time attending.

What a pleasant surprise! Over 500 Latina of all ages attended, and the enthusiasm was ubiquitous and profound. There were two main goals: to educate Latinas on the skills to become more proactive politically and in business and careers, and secondly to motivate and inspire, giving them the confidence that they can indeed accomplish more in life.

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Importance of Engaging Hispanic Millennials for Strong Brand Equity

Posted by Elena del Valle on May 11, 2016

By Jay Gronlund,
President, The Pathfinder Group

Jay Gronlund

Jay Gronlund, president, The Pathfinder Group

The concept of brand equity (i.e. the perceived value of a brand) firmly arrived in the 1980’s when consumer goods companies reacted to a surge of cut throat discounting with a new search for a more sustainable way to boost sales and profits. The answer was to pour money into well-crafted brands, increase pricing, and highlight distinctive product features, all designed to create a more compelling brand image that would lead to greater loyalty. As David Aaker wrote in his book in 1991, “Managing Brand Equity”, aggressive marketing is needed to generate awareness, create a positive perception of relevant brand qualities, and grow loyalty, the three pillars of brand equity.

Click to read the entire Importance of Engaging Hispanic Millennials for Strong Brand Equity