Although all of us have basic values and motivators that drive us, we manifest them differently as we move through the spring, summer, fall and winter of life. Selling to boomers and older consumers is different primarily because of this shift in values. Our need for identity, relationships, purpose, gaining knowledge and growth, rejuvenation and recreation are always with us, but as we grow older, we focus more on having meaningful experiences, rather than gaining material goods.

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Engagement: a betrothal. An exclusive commitment to another preceding marriage

Engagement: as in an engaging conversation.  Being highly involved in an interaction with something or someone.

As customers take a more active role in the brand conversation engagement is fast becoming a critical strategy and metric for leading marketers. They see it as a way to cut through the clutter, add incremental revenue, and increase brand resilience. Still, many CMOs are at odds over how to formulate their engagement strategies correctly and how to measure their impact.

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Recent research from Mintel suggests that Hispanic women feel underrepresented in the beauty and personal care aisle. Over half of survey respondents said they would like to see more personal care products designed just for them and 64% would like more hair care products created specifically for Latinas.

Nike is not an official World Cup sponsor but, thanks to some creative marketing, that doesn’t stop consumers across the globe from linking the company to the world’s largest soccer tournament. The Nielsen Company analyzed online blogs, message boards and social networking sites and found that the sports shoe and apparel giant was more frequently linked to the World Cup than any of the tournament’s official partners and sponsors.

In the streets of New York City, financial capital of the world, Bank of America proudly leads by example with bilingual signage at their iconic Empire State location. This visible commitment to engage and reach walking-by New Yorkers “in language”, is indicative of a bigger trend: banking in Spanish pays off!

By Liliana Gil - Managing Partner - Cultural Intelligence Officer


As 2011 planning season approaches, here are a few things you can do to increase the probability that you'll get the resources you need for marketing to help drive business goals. Before you go in with your request, work your way down this checklist.


A great deal can be learned by looking back. Of course, there are many fashionable, parenting and philosophical changes that have occurred, but I have elected to focus on those that have impacted marketing.

How consumers perceive and interact with marketing communications is driving specific behaviors and attitudes. A recent study from marketing services leader Epsilon revealed that a large majority of recent purchasers reported that they would not purchase the same brand again. Marketers must improve the customer experience by better engaging with consumers throughout the purchase process and thereafter.


Omniture, an Adobe company, announced results of the 2010 Omniture Online Analytics Benchmark Survey. Omniture’s most recent analytics survey shares online analytics insights and best practices about marketers’ use of emerging channels such as mobile, social media and video.

Opening with the theme ¡Viva el Español!, Ricky Martin tweeted about the power of Spanish language as he opened the 2011 Univision upfront event in New York city. By Liliana Gil, Cultural Intelligence| Managing Partner (AG-XL Alliance)


The Hispanic division of the IAB Multicultural Council consolidated data from different resources to convey a clear message about the size, growth and dynamics of Hispanics online as well as how to most effectively talk to them in-language and in-culture. This document specifically covers the Hispanic dominant/Spanish preferred and bicultural/bilingual segments. The document will serve as a centralize resource for publisher, agencies, and marketers to reference for data on the relevant segments. DOWNLOAD REPORT HERE.

L2’s 2010 look at prestige brands and Gen Y finds that millennials love brands ... but not branding.

News flash: Moms don't want to have a relationship with their laundry detergent. What they do want is more time to engage with the segments that impact their busy lives, such as health care and financial services.

Latinas continue to represent an attractive consumer group for the beauty and fashion industry. With a spending power of close to $500 Billion and off-the-chart numbers on usage and consumption for facial and personal care products, this consumer group is ideal to generate incremental growth. By Liliana Gil, Cultural Intelligence| Managing Partner (AG-XL Alliance)