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Positioning, Oppositioning, Gender & Political Statements

By Gonzalo López Martí    – Creative director, etc. / LMMiami.com

  • Let me take you down memory lane for a moment and bring back that old marketing soundbite from the 80s: brand positioning.
  • The little concept that made the Al Ries & Jack Trout dynamic duo a staple of the lecture circuit.
  • To be sure, many a marketing & advertising charlatan still uses it profusely.
  • Me being one of them, of course.

Pinta launches Bodega Media

Pinta announced the launch of Bodega Media, the new platform targeting U.S. Hispanic audiences through a combination of more than 30,000 retail locations nationwide coupled with a database of four million active Hispanic mobile customers. 

The Keys to Unlocking the Millennial Mindset

As a consumer group, they’re just starting to flex their spending power, which will grow significantly in the coming years. While they’re years from fully establishing themselves, they’re already having a marked impact on the global consumer landscape.

Millennials Balance Hopeful Aspirations and Harsh Economic Realities [REPORT]

EY and the Economic Innovation Group (EIG) released a new national survey of Millennials gauging their views on a variety of issues related to the economy, education, American institutions, and the challenges they continue to face almost seven years into the recovery from the Great Recession. The results reveal a generation convinced the economy is failing them, a generation that is willing to work hard to better their lot, and a generation experiencing a great deal of anxiety about the future. Many Millennials entered the workforce in the midst of a deep economic crisis and today find themselves racked by student debt and lacking confidence in most American institutions.

How Can TV Networks Maximize the Value of Social Media? [INSIGHT]

As media fragmentation increases, it is more and more difficult for networks to generate the levels of viewership they have historically been used to. Driving engagement and cultivating loyalty is correspondingly more challenging, too. The net result is a threat to the value networks can deliver to their advertisers, which is, of course, a threat to their own success.

ANA Warns FCC about its Latest Set-Top Box Proposal

The FCC’s latest proposal relies on apps to be developed by pay-TV providers and then licensed to third parties for use on their own platforms and networks. At this point, though we’re not sure just how, the FCC sees itself as the arbiter of such agreements and intends to take enforcement action against discriminatory or unreasonable behavior in apps’ implementation.

Garnering Attention Through Word-of-Mouth

Psychology is an important metric for marketers to consider when analyzing data coming out of digital marketing campaigns, according to Jonah Berger, a professor of marketing at The Wharton School of the University of Pennsylvania and author of “Contagious: Why Things Catch On” and “Invisible Influence: The Hidden Forces that Shape Behavior.” In advance of Berger’s presentation at eMarketer’s Attention! 2016 event next month, Sean Creamer spoke to Berger about how about how word-of-mouth influences consumers online and offline.

2016’s States with the Most Integrated Hispanics

Coming to America can be a challenge for immigrants. Adapting to a new way of life is another — and sometimes more painful. The process involves far more than learning the dominant language and counting money in the local currency. But subsequent generations often are able to skip those difficult steps.

Fuck the Wall: the International Creativity Festival El Ojo de Iberoamérica invites all Latin to break down the walls that threaten their creativity

The International Creativity Festival El Ojo de Iberoamérica that will take place in November in Buenos Aires, launched a courageous campaign for the final deadline for entries. Leaded by the already claimed Fighting Cholita, ChinChin, the ad uses a current issue as it is the threat of creating a wall to separate Latin, pushing them away and diminishing the creative potential that comes with diversity.

BONJOUR AMERICA TV

BONJOUR AMERICA TV, a new French cable channel, announced it is launching a collection of new and exciting French entertainment options targeted towards the French–speaking community in South Florida through Atlantic Broadband cable starting in September on Channel 80.

Daisy Expósito-Ulla wins prestigious ADCOLOR® Lifetime Achievement Award and reflects on the industry [VIDEO]

Expósito-Ulla, chairman/CEO of d expósito & Partners, spoke last night at the black-tie ceremony dinner, during the 10th Annual ADCOLOR® Conference and Awards in which the prestigious organization fulfilled once again its mission of “highlighting and honoring the achievements of African-American, American Indian/Native American, Asian Pacific-American, Hispanic/Latino, LGBT professionals and diversity and inclusion champions in the creative industries.”

The Road to #ANAMulti: Prudential’s Mammen Verghis

With only twenty days left until the ANA Multicultural Marketing & Diversity Conference, presented by Time Inc., excitement is starting to build. In anticipation of the event, we checked in with Mammen Verghis (pictured), vice president of multicultural marketing at Prudential Financial. A featured speaker at the conference, Mammen’s presentation will share more about Prudential’s “Total Market” method, which is designed to include all diverse markets.  By Crystal Albanese, senior manager of committees and conferences at ANA

Digital influence redefines the customer experience [REPORT]

Digital interactions influence 56 cents of every dollar spent in retail stores, totaling $2.1 trillion by the end of the year–up from 14 cents of every dollar spent in 2013, according to Deloitte’s latest study, “The new digital divide: The future of digital influence in retail.”

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