Leo Burnett Worldwide released its new book HumanKind, which explores creativity and its impact on people’s behavior. Co-authored by Chairman and Chief Executive Officer Tom Bernardin and Global Chief Creative Officer Mark Tutssel, HumanKind is about people, purpose, and creating acts, not ads – that transform the way people think, feel and ultimately behave.
Marketing
U.S. Consumers still motivated by Emotion – Multiple Trend Factors also drive Buying Decisions.
Sensory touch-points and the desire for sensuous, emotional experiences are still among the key factors driving U.S. consumer buying decisions, says a new report from Arylessence. But this ’emotive edge’ is just one of nine significant ‘deep trends’ that reflect how consumers make choices today and predict how marketers will respond in 2011 and beyond.
Shoppers take a Nonlinear Path to Purchase.
A lingering recession, coupled with consumers’ rapid adoption of digital tools, has inexorably altered shopping behavior in categories like groceries, home electronics, apparel and quick-service restaurants. Consumers engage with a variety of digital platforms as they research small and large purchases, when they’re in physical stores and during post-shop activities such as product reviews and referrals.
Sounds Like Branding.
The Sounds Like Branding™ survey by Heartbeats International gives the first chapter in what seems to be a love story between brands and music. It shows how brands love music and that it will become increasingly important in the future of branding — and that there is an opportunity for brands using music in the right way to reach through the market clutter and touch people’s hearts. By Jacob Lusensky, CEO, Heartbeats International
Available at HispanicCMO.com
The Hispanic Segment, an Invaluable Demographic.
The biggest factor differentiating US Hispanics from others in our society is their historical background. By Brittany Conlyn – Student – Center for Hispanic Marketing Communication / Florida State University
Marketers’ Constitution.
On the occasion of the ANA’s 100th Anniversary, we the members of the marketing community commit to the following key principles to ensure that our industry thrives and continues to contribute significantly to the economic health and well-being of our society, for at least the next 100 years.
Available at HispanicCMO.com
CMOs & CIOs to increase revenue by using digital marketing.
Operational change is required for corporate marketers and information technology (IT) professionals as they seek to “lead not lag” to embrace new digital marketing technologies and channels in the quest to acquire, maintain and enhance customer relationships and increase revenue, according to a new report from the CMO Council and Accenture. Another key finding of the report, titled “The CMO-CIO Alignment Imperative: Driving Revenue through Customer Relevance,” is that marketing and IT executives do not believe they are highly effective partners, as they struggle to achieve common goals in the race to adopt and keep pace with rapidly evolving digital marketing capabilities.
Available at HispanicCMO.com
The Brand University.
The world of branding has, over a very condensed period of time, undergone a virtual and very real revolution as far as both the consumer and the employee are concerned. The challenge that companies are now facing is how to adapt effectively and efficiently to several convergent paradigm shifts. This white paper reviews some of the major changes and raises questions about the implications for today’s leaders. This paper’s position is that, more than ever before, companies need to evolve into Learning Organizations1 and that instituting a company-wide Brand University can offer a compelling way to accompany such a change.
Available at HispanicCMO.com
Hispanic Agencies get your Slingshot Ready.
By Dennis Hernández – N’Contact
Check the article from USA Today on Friday, CLICK HERE. This is why GM agencies are going after the Hispanic market, it makes perfect new business sense for them, the Hispanic market keeps growing and they have more access to CMOs.
The way the economy is and the constant GM advertising budget cuts, who has the most control over advertising budgets? A Hispanic agency that handles 8-12% of the client’s advertising budget or a GM agency that handles 85%+? How many times have we seen a Hispanic agency working on a project and all of the sudden the client calls to stop the project because they have to use the funds for a GM project? Well, GM agencies are no longer asking for an increment to their budget for a special project, they are going after the growing Hispanic market business. Again, it makes perfect sense for GM agencies.
Shakira, Presidents and Marketing at the Garden.
A packed house confirmed one more time that Colombian pop-star Shakira has transcended to a new level of relevancy, influence and global appeal! So much that even Colombian President Juan Manuel Santos, along with the former president of Chile, Michelle Bachele and Queen Rania of Jordan took time from the UN General Assembly meetings to support this Latina sensation… we even spotted actor Jim Carrey as one more fan in the audience chanting for “Shakira, Shakira!” By Liliana Gil, Managing Partner & Chief Cultural Offices, AG-XL Alliance.
Available at HispanicCMO.com
Blending paid, owned and earned Media for Branding.
Some of today’s greatest success stories in branding blend ingredients from the three kinds of marketing media: paid, owned and earned. Paid media is advertising inserted next to another’s content; owned media is brand-created content; and earned media is getting someone else to provide content about a brand.
Available at HispanicCMO.com
