Brands Need Cultural Fluency to Survive & Thrive
Today’s multicultural teens and parents ages 25-49 have little tolerance for being disrespected by brands. According to a recent study by the Cultural Marketing Council: The Voice of Hispanic Marketing (CMC), more than half of people ages 13 to 49 have quit a culturally illiterate brand, saying it offended them or disrespected their values—that number skyrockets to 72 percent among Black female parents ages 25 to 49. Thirty percent of teens and adults who have already quit a brand also said advertising adjacent to offending content was the reason for a brand break-up. By Nancy Tellet, CMC Research Chair, Culture Marketing Council: The Voice of Hispanic Council
Repairing the frayed social fabric in the United States is one of the most pressing issues of our time. It’s not a new problem.
A plurality of experts think sweeping societal change will make life worse for most people as greater inequality, rising authoritarianism and rampant misinformation take hold in the wake of the COVID-19 outbreak. Still, a portion believe life will be better in a ‘tele-everything’ world where workplaces, health care and social activity improve.
Marketers still lack the skillsets and metrics needed for long-term success in a discipline often at odds with traditional advertising
Surviving major, unexpected change requires planning for the worst, especially when you’re thriving.
Red Havas released its 2021 “Red Sky Predictions” report. Forecasting 10 fundamental trends that will shape the integrated communications and PR landscape post-pandemic, the report represents the collective insights of expert Red Havas communicators from around the globe.
SoDA conducted three tracking studies in 2020 to better understand how agencies were navigating the disruption, areas of operational readiness, financial performance for the year, and the initial outlook for 2021.
Media is one of the key strategic pillars in any marketing strategy. Progressive marketers view media as an investment that will drive business growth in both the short and long term, and this is elevating media as a focus for Chief Marketing Officers.
Spanish Broadcasting System, Inc. announced that it has launched an offering of $310 million in aggregate principal amount of senior secured notes due 2026 (the “Notes”). The Notes will be guaranteed on a senior secured basis by certain of the Company’s subsidiaries, and secured, subject to certain exceptions, on a first-priority basis by the Notes collateral.
This is the sixth annual State of Latino Entrepreneurship report where we have collected robust survey data from Latino-owned businesses across the country to provide a timely account on the fastest-growing segment of the U.S. business population.
In this report, we examine consumer sentiment across key demographics in the U.S. The findings are especially relevant this year as marketers scramble to get a pulse on the post-pandemic consumer.
The report studies the media landscape over the past year, including the expectations for sales managers and the strategies employed by media sales professionals to assess their impact across five key topics: Sales Department Structure, Training and Development, Setting Appointments and Sales Process, Sales Enablement, Culture and Industry Outlook, and the effects of COVID-19 on the Media Sales landscape.
Over the years, we’ve continuously evolved our strategy, overcome obstacles, bridged gaps, and aligned to new ways of thinking about diversity and inclusion.
Seventy-three percent of chief marketing officers (CMOs) report they will rely on existing customers to fuel growth in 2021, rather than looking to develop new markets, according to Gartner, Inc. The inaugural Gartner CMO Strategic Priorities Survey 2021 shows that 39% of CMOs plan to increase sales of existing products to existing customers, while 34% will introduce new products to existing customers in 2021.
Brand metrics can help quantify the effects of advertising over the long term. But how might you explain an inverse relationship between brand equity and sales?
