Marketing
Are Companies Squandering $3.5 Trillion in Brand Value?
For the past several years marketers have been urged to prioritize branding and send a strong and consistent message to their audiences about their company's values. Nonetheless, performance marketing continues to dominate consumer engagement — and take up the bulk of marketing budgets. But the imbalance between these two strategies is costing brands dearly. According to Interbrand's 2024 "Best Global Brands" report, released in August 2024, brands left an estimated $3.5 trillion in brand value on the table since Interbrand began the study 25 years ago, equating to $200 billion in unrealized revenue in the preceding 12 months alone.
Lack of Brand Building is Costing Your Company Millions in Value [VIDEO]
Nike's announcement that it is pivoting to higher brand marketing investments in light of a sluggish earnings report may serve as a bellwether for where marketing is trending. After all, research has shown that brands are losing an estimated $3.5 trillion in value each year, simply by underestimating the power of brand marketing. One obstacle for marketers in making this change is C-suite skepticism about brand marketing being a worthy investment. Luckily for you, Matthew Schwartz is here with a POV aimed at helping you and your team change their minds.
How to Cut the Marketing Jargon and Communicate Like a Person [VIDEO]
Do you ever think about how ridiculous someone sounds when they're leaning a bit too heavily on jargon? Well, you're not alone. In fact, Matthew Schwartz believes it's time to banish nonsense phrases and silly metaphors and return to a world where professionals speak like they're — well — a person. In this POV, he shares a few tips for how to make that happen.
The Fall of DEI in Corporate America: How Culture Can Take the Lead
As professionals in the Hispanic market industry, we believe it’s important to share our perspective on this critical issue and provide practical recommendations to clients and the industry as a whole. By Aldo Quevedo, CEO, BeautifulBeast
The Fallout of the Venezuelan Vote: A Community at a Crossroads
As a follow-up to my previous #DecodingLatinoVoter editorial, the current political landscape has placed Venezuelan U.S. citizens—many of whom helped elect Trump—at the center of an unfolding crisis impacting their communities. The same Venezuelan American diaspora that rallied behind Trump, drawn to his anti-socialist rhetoric, now faces the consequences of his shifting policies, particularly regarding immigration protections. By Gabriela ‘Gaby’ Alcantara-Diaz, Founder and President, Semilla Multicultural
“CONSUMER TRENDS 2025”
Findasense, a Brand Experience agency, presents the Consumer Trends 2025 report, identifying six key trends that will shape the relationship between brands and consumers. These trends are not only a path to innovation but also a return to the essentials: trust, connection, and authenticity. Brands that successfully navigate this delicate balance will be better positioned to capture consumer loyalty and interest in an increasingly competitive market.
Healthcare elsewhere: the rise of medical tourism
By Gonzalo López Martí - Creative Director
- Healthcare on US soil is way too expensive and bound to become more so in the future.
- It’s just a matter of supply and demand.
- Life expectancy is getting longer.
Leveraging Consumer Insights to Engage with Latino Voters
The results of the 2024 U.S. presidential election sent shockwaves around the globe. While the performance of the U.S. economy and inflation rate of 2.7% around the time of the election were envy of the world, many Americans were still hurting from the rapid rise in prices immediately following the pandemic. The economy, therefore, was the number one issue voters cared about in 2024, and they voted for change.
Brand Loyalty Is a Complete Fallacy [VIDEO]
Raja Rajamannar, chief marketing and communications officer at Mastercard, joined the On Scope podcast to discuss why it is completely unrealistic for marketers to expect consumers to be loyal to one brand. He also offered a solution for what to focus on instead.
A YEAR OF GROWTH, REFLECTION, AND OPPORTUNITY
My month-long sabbatical in Madrid was a transformative experience that reignited my passion for growth. As Latin2Latin Marketing marks its 18th anniversary, this journey reinforced my vision of empowering businesses and individuals in an increasingly connected world. By Arminda "Mindy" Figueroa / Latin2Latin
Bicultural Identities in Latin America: The Rise of Cultural Blending
As the world becomes more connected, many Latin American consumers are naturally weaving multiple cultures into their daily lives. Immigrants, international students, and professionals blend local traditions with global influences—watching fútbol while streaming K-pop, switching between languages depending on who they’re talking to, and holding onto their heritage while embracing what’s new. This fluid cultural mix is reshaping how they see themselves, how they interact with the world, and what they look for in products and experiences. By Sylvia Vidal - Consumer Insights & Strategy Consultant | Latin America Market Expert | Multicultural Marketing Leader
The Transformative Role of the Creative Brief in Agency Spend Management
Effective advertising demands a balance between creativity and accountability. Yet managing agency spend during the year often feels like navigating uncharted waters. Marketers must rely on estimates created in their annual scopes of work (SOWs) that are not revised to reflect the reality of changes that occur month to month. However, by leveraging a robust creative briefing process and continuous reconciliation, marketers can significantly refine their financial forecasting across the year, enhance predictability, and ensure that every dollar spent contributes to their brand's success.
Global Ad & Marketing Spend Surged 8.7% in 2024, Fueled by Influx of Even-Year Political & Olympics Media Buys & Double-Digit Growth in 29 of 45 Digital Media Channel
Global advertising and marketing spending accelerated in 2024, rising 8.7% to $1.776 trillion, but spending is projected to decelerate in 2025, posting only a 5.3% gain, as inflation and recessionary fears reappear in many markets due to the expectation that the Trump Administration will levy higher tariffs on foreign goods, which may lead to major trading partners imposing counter tariffs on US goods. Growth in 2024 was fueled by the influx of advertising & marketing dollars from elections in 15 of the 20 largest global markets as well as worldwide coverage of the Paris Summer Olympics, according to new research released today by leading media economist PQ Media.
RESERVE YOUR SPOT FOR THE 2025 HISPANIC MARKETING COUNCIL ANNUAL SUMMIT!
Join us on April 7-8, 2025, in New York City for the premier conference crafted by industry leaders with expertise in marketing to the new American mainstream. Given that we sold out last year, we highly recommend securing your spot ASAP!
Lopez Negrete Communications Invites Bilingual and Bicultural Influencers to Join Proprietary Network of Latino Creators
Lopez Negrete Communications unveiled its innovative proprietary tool, the Latino Network of Creators (LNC) with a call to action for all Hispanic content creators across the United States to join. With the rise in content creator marketing, the tool is ideal and highly recommended for any brand aiming to expand their reach and visibility within the Hispanic community through influencer marketing. And, in turn, Latino influencers who join the LNC have a chance to work with the agency's client roster.
A Bad Bunny blueprint for brands: Speak to the universal by elevating the specific
How the Puerto Rican artist’s latest album, Debí Tirar Más Fotos, is a master class in cultural storytelling. As a proud Puerto Rican, I couldn’t help but feel a surge of emotion listening to Bad Bunny’s latest album, Debí Tirar Más Fotos. It’s a deeply personal — sometimes painful — love letter to Puerto Rico and, by extension, to all Latinos navigating the complexities of identity, heritage and contemporary life. by Omar R. Quiñones / MEL
Challenes of Chasing Social Media Trends [REPORT]
"The 2025 Sprout Social Index" underscores why it's crucial for marketers to be leery of social media posts that go viral and ask themselves whether their brand has a legitimate connection to the story.
What the Hell Is Going On in Marketing with Bob Liodice
In the debut episode of On Scope, Bob Liodice, CEO of the ANA, joined host Mike Berberich to discuss the myriad issues facing the marketing industry, including solutions to complex measurement challenges, how to use AI responsibly, and how marketers can more effectively demonstrate the value of their efforts to the rest of the C-suite.
Building the In-House Marketing Team of the Future
Just five years ago, IHAs were a hot trend in the marketing industry. Today, they've become standard practice for corporate marketing and communications functions. According to the 2023 ANA report, 82% of organizations now operate with an IHA, driven largely by the need for creative control and greater agility — especially as the pandemic reshaped business priorities.
