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Mayberry, USA: Yesterday, Today y Ma ñana. Opie’s world has changed. Meet the Taylors. Barney. Andy. Aunt Bee. Opie. Meet the Tellez Family. Andr és. T ío B. T ía B (Beatriz). Omar. Understanding the Hispanic Market = Understanding the Hispanic Family. The Hispanic Market is not.

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mayberry usa yesterday today y ma ana

Mayberry, USA: Yesterday, Today y Mañana

Opie’s world has changed . . .

meet the taylors
Meet the Taylors

Barney

Andy

Aunt Bee

Opie

meet the tellez family
Meet the Tellez Family

Andrés

Tío B

Tía B (Beatriz)

Omar

slide27
The Hispanic Market is not

dull

monochromatic

monolithic

the dynamics shaping the hispanic family are both complex and fluid
“The dynamics shaping the Hispanic family are both complex and fluid.”*

*Suro, Hispanic Family in Flux, 2007 p.3

slide81

Hispanic Consumer Segments

UNACCULTURATED

PARTIALLYUNACCULTURATED

BILINGUAL

PARTIALLYACCULTURATED

ACCULTURATED

ENGLISH

SPANISH

vision mission values industry and markets products and services

CORPORATESTRATEGY

HOW WE DEPLOY A BRAND TO CONSUMERS

VISIONMISSIONVALUESINDUSTRYANDMARKETSPRODUCTSANDSERVICES

BUILD ALIGNMENT BETWEEN THE STRATEGY AND EXPRESSION

BRANDSTRATEGY

BRANDIDENTITY

BRANDEXPERIENCE

BRANDEXPRESSION

BRANDBEHAVIOR

BRANDPROMISEBRANDPERCEPTIONSVALUE PROPOSITION

CULTUREPERSONALITYLEADERSHIPEMPLOYEESSERVICEETHOSETC.

LOGOCOLORPALETTELOOK AND FEELTAGLINEBRANDEDLANGUAGE

ENVIRONMENTPRODUCTDESIGNSERVICEDELIVERYPACKAGINGETC.

ADVERTISINGMARKETINGPUBLICRELATIONSETC.

THE GOAL IS TO PROVIDE VALUE AND TO BUILD AN ONGOING BRAND RELATIONSHIP

vision mission values industry and markets products and services1

CORPORATESTRATEGY

HOW WE DEPLOY A BRAND TO HISPANIC CONSUMERS

VISIONMISSIONVALUESINDUSTRYANDMARKETSPRODUCTSANDSERVICES

BUILD ALIGNMENT BETWEEN THE STRATEGY AND EXPRESSION

BRANDSTRATEGY

BRANDIDENTITY

BRANDEXPERIENCE

BRANDEXPRESSION

BRANDBEHAVIOR

BRANDPROMISEBRANDPERCEPTIONSVALUE PROPOSITION

CULTUREPERSONALITYLEADERSHIPEMPLOYEESSERVICEETHOSETC.

LOGOCOLORPALETTELOOK AND FEELTAGLINEBRANDEDLANGUAGE

ENVIRONMENTPRODUCTDESIGNSERVICEDELIVERYPACKAGINGETC.

ADVERTISINGMARKETINGPUBLICRELATIONSETC.

THE GOAL IS TO PROVIDE VALUE AND TO BUILD AN ONGOING BRAND RELATIONSHIP

vision mission values industry and markets products and services2

CORPORATESTRATEGY

HOW WE DEPLOY A BRAND TO HISPANIC CONSUMERS

VISIONMISSIONVALUESINDUSTRYANDMARKETSPRODUCTSANDSERVICES

BUT THE CONSUMER IS DIFFERENT — WHAT DO WE CHANGE?

BRANDSTRATEGY

BRANDIDENTITY

BRANDEXPERIENCE

BRANDEXPRESSION

BRANDBEHAVIOR

BRANDPROMISEBRANDPERCEPTIONSVALUE PROPOSITION

CULTUREPERSONALITYLEADERSHIPEMPLOYEESSERVICEETHOSETC.

LOGOCOLORPALETTELOOK AND FEELTAGLINEBRANDEDLANGUAGE

ENVIRONMENTPRODUCTDESIGNSERVICEDELIVERYPACKAGINGETC.

ADVERTISINGMARKETINGPUBLICRELATIONSETC.

THE GOAL IS TO PROVIDE VALUE AND TO BUILD AN ONGOING BRAND RELATIONSHIP

slide87

BRANDSTRATEGY

BRANDIDENTITY

BRANDEXPERIENCE

BRANDEXPRESSION

CORPORATEVISION

BRANDBEHAVIOR

IF WE CAN BUILD ALIGNMENT

WE CAN DEEPEN ENGAGEMENT

BRANDADVOCACY

BRANDRECOGNITION

BRANDEXPERIENCE

BRANDAWARENESS

CONSUMERVISION

BRANDLOYALTY

BRAND ALIGNMENT + CONSUMER ENGAGEMENT

Mission

Vision

Values

Promise

Perceptions

Architecture

Leadership

Employees

Culture

Visual ID

Verbal ID

Look & Feel

Product

Environmental

Packaging

Needs

Values

Preferences

Advertising

Marketing

PR

slide105
not

monolithic

boring

dull

monochromatic

emotion1
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