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The Issue Of Defining A 'Target'

Whenever the topic of reaching Hispanic consumers is brought up, we are constantly reminded of the importance of cultural relevancy, even though I’ve written extensibly about the subject. But exactly what does it mean? And how does a brand empower cultural relevancy as part of their strateg...

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Juan AcevesComment
A Look Back At Our Wake

When I begun my career, “Hispanic” was not even a common term. As a matter of fact, it wasn’t a nice one. Or at least, many of us didn’t feel a connection to it. Back then, it was “Latino advertising” (not that I ever felt very Latino either) and Latino advertising was in Spanish. Just as...

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Juan AcevesComment
'Cultural Relevancy'?

Whenever the topic of reaching Hispanic consumers is brought up, we are constantly reminded of the importance of cultural relevancy, even though I’ve written extensibly about the subject. But exactly what does it mean? And how does a brand empower cultural relevancy as part of their strat...

Read More
Juan AcevesComment