Mayberry, USA: Yesterday, Today y Maana

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Mayberry, USA Yesterday, Today y Mañana

• Opies world has changed . . .

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Meet the Taylors
Andy
Barney
Aunt Bee
Opie
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Meet the Tellez Family
Andrés
Tío B
Tía B (Beatriz)
Omar
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Understanding the Hispanic MarketUnderstanding
the Hispanic Family
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• The Hispanic Market is not

dull
monochromatic
monolithic
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May share a common heritage
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May share common language
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Different Colors
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The dynamics shaping the Hispanic family are
both complex and fluid.
Suro, Hispanic Family in Flux, 2007 p.3
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Cultural Assumptions
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Familismo
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Mijo y Mija
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Machismo
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Marianismo
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new Latina culture
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Collective Views
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Education
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Respeto
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Confianza
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Flex-time
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Marketing to Hispanics
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Hispanic Consumer Segments
UNACCULTURATED
PARTIALLYUNACCULTURATED
BILINGUAL
ACCULTURATED
PARTIALLYACCULTURATED
ENGLISH
SPANISH
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Shopping Economics
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Brand Alignment
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VISIONMISSIONVALUESINDUSTRYANDMARKETSPRO
DUCTSANDSERVICES
HOW WE DEPLOY A BRAND TO CONSUMERS
BUILD ALIGNMENT BETWEEN THE STRATEGY AND
EXPRESSION
BRANDEXPRESSION
BRANDIDENTITY
BRANDSTRATEGY
BRANDEXPERIENCE
BRANDBEHAVIOR
BRANDPROMISEBRANDPERCEPTIONSVALUE
PROPOSITION
CULTUREPERSONALITYLEADERSHIPEMPLOYEESSERVI
CEETHOSETC.
LOGOCOLORPALETTELOOK AND FEELTAGLINEBRAN
DEDLANGUAGE
ENVIRONMENTPRODUCTDESIGNSERVICEDELIVERYPAC
KAGINGETC.
ADVERTISINGMARKETINGPUBLICRELATIONSETC.
THE GOAL IS TO PROVIDE VALUE AND TO BUILD AN
ONGOING BRAND RELATIONSHIP
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VISIONMISSIONVALUESINDUSTRYANDMARKETSPRO
DUCTSANDSERVICES
HOW WE DEPLOY A BRAND TO HISPANIC CONSUMERS
BUILD ALIGNMENT BETWEEN THE STRATEGY AND
EXPRESSION
BRANDEXPRESSION
BRANDIDENTITY
BRANDSTRATEGY
BRANDEXPERIENCE
BRANDBEHAVIOR
BRANDPROMISEBRANDPERCEPTIONSVALUE
PROPOSITION
CULTUREPERSONALITYLEADERSHIPEMPLOYEESSERVI
CEETHOSETC.
LOGOCOLORPALETTELOOK AND FEELTAGLINEBRAN
DEDLANGUAGE
ENVIRONMENTPRODUCTDESIGNSERVICEDELIVERYPAC
KAGINGETC.
ADVERTISINGMARKETINGPUBLICRELATIONSETC.
THE GOAL IS TO PROVIDE VALUE AND TO BUILD AN
ONGOING BRAND RELATIONSHIP
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VISIONMISSIONVALUESINDUSTRYANDMARKETSPRO
DUCTSANDSERVICES
HOW WE DEPLOY A BRAND TO HISPANIC CONSUMERS
BUT THE CONSUMER IS DIFFERENT WHAT DO WE CHANGE?
BRANDEXPRESSION
BRANDIDENTITY
BRANDSTRATEGY
BRANDEXPERIENCE
BRANDBEHAVIOR
BRANDPROMISEBRANDPERCEPTIONSVALUE
PROPOSITION
CULTUREPERSONALITYLEADERSHIPEMPLOYEESSERVI
CEETHOSETC.
LOGOCOLORPALETTELOOK AND FEELTAGLINEBRAN
DEDLANGUAGE
ENVIRONMENTPRODUCTDESIGNSERVICEDELIVERYPAC
KAGINGETC.
ADVERTISINGMARKETINGPUBLICRELATIONSETC.
THE GOAL IS TO PROVIDE VALUE AND TO BUILD AN
ONGOING BRAND RELATIONSHIP
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BRAND ALIGNMENT CONSUMER ENGAGEMENT
Promise Perceptions Architecture
Mission Vision Values
Leadership Employees Culture
Visual ID Verbal ID Look Feel
Product Environmental Packaging
Needs Values Preferences
Advertising Marketing PR
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Marketing Cross Over
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Visual Verbal Cues
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The same, but different
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• not

monolithic
dull
boring
monochromatic
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tone/voice
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neutral Spanish or specific
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Spanglish
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Humor
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Emotion
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Cleavage
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Know the role of your product in their lives
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Con Confianza
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Emotion
activates the brain 3,000 times
faster than regular thought. As a result,
shoppers are willing to pay up to 200 more when
their decision is based on emotion rather than
reason.
Lucas Conley, Obsessive Branding Disorder
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