Carol Kruse develops interactive marketing programs and experiences for Coca-Cola’s global brands around the world. Here, Ms. Kruse discusses Coke’s use of digital media and marketing and the evolution of social media. Available at HispanicCMO.com

A successful differentiation is not imitated by your competitors, even though it brings you unmistakable success with consumers. It seems impossible? Not quite so. I am about to reveal to you the unexpectedly simple and wonderful secret of successful differentiation: you must think beyond the core benefits of your product category. Think: Off-Core Differentiation.

As economic woes continue, advertisers have to decide how to deal with the issue of the recession. Some ignore it and find different ways to encourage people to buy in troubled economic times while others put the economic troubles front and center and mention the recession.

The ROI of Internal Brand Alignment: Learn to profit from the synchronicity of brand harmony and the rhythm within your organization.

Bacardi unveiled a new global multi-media advertising campaign, entitled "Spirit of Bacardi", with the first execution called "Island." The campaign celebrates the optimism, warmth and the pioneering attitude of Bacardi rum.

In June 2009, Omniture commissioned Forrester Consulting to research the current state of online marketing and its measurement. The study evaluated how well marketers were maturing their approach to online marketing.

Contrary to what marketers claim, most Americans do not want online advertisements tailored to their specific interests. That’s a conclusion from a new consumer privacy study by the Berkeley Center for Law & Technology at UC Berkeley School of Law (Berkeley Law), and the Annenberg School for Communication at the University of Pennsylvania.

Procter & Gamble general manager of North America marketing Edgar Sandoval will receive the “Lifetime of Achievement in Hispanic Television” award from Multichannel News and Broadcasting & Cable on Sept. 24 at the seventh annual Hispanic Television Summit in New York.

The award recognizes P&G’s longstanding efforts on behalf of Hispanic TV and the Hispanic community. Sandoval recently spoke with MCN executive editor, special reports George Vernadakis about P&G’s early commitment to the Hispanic population, how the company approaches consumers in general, and how it targets Hispanic consumers in particular.

by George Vernadakis — Multichannel News. Available on HispanicCMO.com

interTrend communications, Inc., alongside its longtime client J. C. Penney Company, Inc. are proud to announce their recognition by the American Advertising Federation (AAF) for multiethnic media usage with a Mosaic Award.

While marketers and agencies both advocate careful calibration when it comes to balancing brand and demand, the economy clearly has swung the brand/demand pendulum toward demand creation.

While we were sleeping, it happened. A whole new demographic of young, reasonably affluent Hispanics entered the world of marketing as incredibly important and valuable consumers, but just not quite the way mainstream America thought they would in the 1980s.

In today’s very complex US Hispanic marketing environment, the need for ‘Thought Leadership’ that delivers highly valued content that helps readers better understand the challenges and opportunities in marketing to US Hispanics is not a luxury, but a necessity.

The vast majority of marketers (82 percent) report that their companies regularly conduct formal agency performance evaluations according to a survey conducted by the ANA (Association of National Advertisers), in partnership with marketing services firm ‘mktg.'

Digital has the power to transform marketing. In an environment that is inherently about choice, engagement and personalization, digital allows the best marketers to market better. In this report, we examine how brands can succeed in a digital world and the opportunities it presents.

Many are attempting to produce greater efficiency from fewer brands...

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