A strong brand is one of the most powerful assets a company can have. The brand functions as an effective and efficient link between the consumer’s needs and the organization’s value proposition, because it represents the functional and emotional advantages of the concept, which capitalize on the ambitions and aspirations of the consumer. The more successful the brand is in doing so, the greater the chance that a meaningful relationship will develop.
Agency
Volkswagen remixes Da. Da. Da. for Tiguan launch.
The resurrection of The Trio’s famous 80’s song is the centerpiece of Volkswagen’s U.S. Hispanic TV campaign for Tiguan, its new compact SUV.
Burlington Coat factory in Puerto Rico.
Burlington Coat Factory, a U.S. nationwide discount department store retail chain, announced its plans to open its first two stores in Puerto Rico.
Dieste named Heineken USA AOR for Hispanic promotional activities.
Dieste, Harmel & Partners has been named agency of record for Hispanic promotional duties on behalf of the Heineken USA brand portfolio which includes Heineken Lager, Heineken Premium Light, Tecate and Tecate Light, Dos Equis, Bohemia and Sol. The assignment follows a thorough review process initiated by Heineken USA earlier this year.
Companies are using accountability Metrics to address Marketing Budget issues.
In their efforts to increase brand awareness and drive sales, marketers are still struggling to create accountability programs that effectively measure the impact of marketing efforts, according to a new study from the ANA (Association of National Advertisers) and MMA (Marketing Management Analytics). Although the majority of companies with a marketing accountability process tend to house this function within the marketing department, there is growing collaboration between marketing and finance.
Harley-Davidson sponsors Latino Motorcycle Rally.
Harley-Davidson announced its sponsorship of the Latin American Motorcycle Association (LAMA) National Rally taking place July 4-6.
What’s not to like about Behavioral Targeting?
Love it or hate it
By the end of 2009, more than two-thirds of the US population—or 200 million people—will be going online.
New Immigrant Settlements in Rural America: Problems, Prospects, and Policies.
This report examines recent immigrants in rural and small town America, through analysis of data from the U.S. Census Bureau. For many decades urban areas have been, and they remain, the destination of choice for the nation’s immigrants.
Recent evidence suggests, however, that many immigrant groups are dispersing away from traditional gateway cities. Many small towns and cities in every region of the country are contending with new challenges and opportunities brought by rapid increases in their immigrant populations.
