GenerH launches ‘Cross Cultural Brand Fluency’.

Alex Sobol and Marcelino Miyares joined forces to launch GenerH, the next generation of multicultural agencies. GenerH will focus on helping marketers redefine and reach multicultural targets in a completely new and innovative way.

GenerH is a full service brand agency specializing in developing creative communications to reach the Hyphen Generation. The Hyphen Generation is a generation of English and second-language speakers with common experiences and common belief systems resulting from the dualities related to cultures, generations and values.

GenerH was founded on the belief that the most effective multicultural marketing across different consumer segments emphasizes the similar experiences resulting from being different. At the center of this belief is that consumers want to retain their multi-cultural values. The most effective marketing across different consumer segments must create and build bridges not silos.

“Consumers are increasingly more complex and want to maintain their multi-cultural values,” says Alex Sobol, co-founder of GenerH. “They want to hyphenate, not homogenize. Marketers realize that this growing target will respond to a multicultural approach that recognizes the dualities and the unique needs of their communities.”

Currently most marketers with multicultural efforts are wresting with how to connect with specific segments. Very few recognize that most of those targets are “hyphenated” and have at a minimum a duality to their identification.

“Smart marketers know that connecting meaningfully with multicultural America goes beyond executing brand communications in-language but by creating brand fluency,” says Marcelino Miyares, co-founder of GenerH. “Brand fluency occurs when a brand, in its full essence, lives across two or more cultural segments.” Added Miyares, “GenerH’s expertise lies in translating brands not in simply translating general market campaigns.”

GenerH most recently developed and executed the first multicultural effort aimed at the Hispanic American market on behalf of Kikkoman. In order for Kikkoman soy sauce to earn a place as a preferred condiment on tables in Hispanic homes throughout the U.S., the brand needed to become truly fluent to that segment.

Ads, point of sale merchandising, and FSIs featured the phrase: “Pongale lo “Kikko” which is a play off the common Hispanic phrase “rico” meaning “rich flavor”. This combination of creative work and strategic, targeted media yielded results. It broke through cultural barriers as well as the brand’s sales goals.

Marketers know that targeting to the Hyphen Generation makes great sense. Long-term, this is how the world’s population is trending attitudinally. Marketers who adopt this brand fluency orientation will be positioned as trendsetters.

GenerH clients include Epson, Tequila Cabrito, Kikkoman, Preventis, Lipovitan and Sushi Boy.