Marketing

I was hypothesizing about engagement recently, reminiscing about one of my previous titles as Engagement Architect, and came up with a simple way of looking at how to define the term (at least I think I did).

In analyzing 10 markets so far this year, we found that they tend to fall into one of two buckets: fear-fueled and hope-fueled. The hope-fueled markets comprise what are considered the emerging economies: Brazil, India and China. These mind-sets are manifesting themselves in brand behavior. Download study here.

In it’s August 10th cover story about marketing to Hispanics, the Miami Herald opened its article with a reference to Univision’s Saturday-night variety show host Don Francisco. No big deal but the story reminded me of what I had heard a few weeks earlier on Power 96, an urban/hip-hop (English-language) Miami radio station with plenty of Latino DJs and popular with Miami’s urban Latinos. by Manny Gonzalez. To read El Blog CLICK above.

In the ongoing battle for greater sales and more market share, marketers are left wondering which strategy will increase their brand’s strength. In today’s tough economic times, advertisers seek insights to guide them in spending their limited budgets as efficiently as possible.

Advertisers seek insights to guide them..

An old yet dominant definition of branding is emotion-driven storytelling in which the brand works to attract and guide us by projecting a desired lifestyle. An established yet fringe definition of branding is storytelling inspired by the tangible qualities of the objects or systems the brand supports. This later definition and approach to branding reverses out of transcendent, emotion-based brand experiences and gives more responsibility to the customer's intelligence to create the experience and meaning. What would our branded world look like if this approach was widely adopted? Rebranding Branding, a graduate thesis, explores this question.

Creating a winning marketing campaign requires extensive planning, a unique brand idea and a strong partnership between client and agency. Based on these pillars, Dieste Inc. and HP developed the HP Insider, an award winning multicultural marketing program. Launched in October of last year, the HP Insider has been recognized so far by the advertising industry with three prestigious awards.