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The origins of Hispanic Heritage Month.

The origins of Hispanic Heritage Month.

by | Sep 15, 2023 | Culture, Politics

Hispanic Heritage Month

Celebrated from September 15th to October 15th in the United States, is a time to honor the diverse and rich contributions of Hispanic and Latinx communities. However, while this annual observance holds great significance, it is essential to delve into its origins and examine how it has been sanitized by the mainstream market when discussing race and culture in the United States.

Origins of Hispanic Heritage Month

To understand the roots of Hispanic Heritage Month, we must travel back to its inception. The idea for this month-long celebration can be traced back to the mid-20th century, a time marked by social and political change in the United States. It was during this period that various civil rights movements gained momentum, including the Chicano movement, which sought to address the concerns of Mexican Americans.

In 1968, President Lyndon B. Johnson proclaimed a week in September as National Hispanic Heritage Week. The choice of September 15th as the starting date was significant because it coincides with the independence days of several Latin American countries, including Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, México, and my birthday. This week was intended to recognize the contributions of Hispanic Americans to the nation’s history, culture, and society.

The recognition of Hispanic Heritage Week paved the way for an evolution in 1988 when President Ronald Reagan expanded it into a month-long celebration. This expansion allowed for a more in-depth exploration of the diverse Hispanic cultures and their lasting impact on American society. Since then, Hispanic Heritage Month has been an annual celebration, inviting Americans to embrace and appreciate the rich tapestry of Hispanic traditions.

Branding 101: back to basics.

Branding 101: back to basics.

by | Sep 7, 2023 | Branding

Oi! Today I’m going to discuss the core of why I even decided to launch this website: branding.

I don’t care what industry you’re in, whether you’re B2B or B2C, you’ve heard the word “brand” or “branding” being thrown around like an unwanted red-headed middle step-child (too dark too soon?). The reason I jumped into such a harsh simile is that those that speak of the “brand” do not understand the brand.

What I mean by this, we must clear semantic verbiage to understand what it is that we attempt to identify when we speak to any audience. Whether they’re stakeholders, executives, employees, or consumers. This is important people!

Before I dive into what makes a brand, I want to clear up what it isn’t along with other key definitions.

Identity VS Marketing VS Telemarketing VS Public Relations VS Advertising Branding

A brand is not a logo, but a logo is part of the brand.

  • Logo (Logotype) – a trademark made from a custom-lettered word.
  • Trademark – a logo, symbol, emblem, monogram or other graphic devices. It isn’t the brand itself, but a symbol for it.

A brand isn’t the what, but how. Branding isn’t what you tell people, but how you tell it and how they perceive it. It’s their gut feeling when they encounter it.

Let’s use courtship as a fun example:

  • Marketing – you say, “I’m a great lover.”
  • Telemarketing – you say via the telephone, “I’m a great lover.”
  • Public Relations – somebody for you says, “trust me, he’s a great lover.”
  • Advertising – you keep saying over and over, “trust me, I’m a great lover².”
  • Branding – the person of interest tells you, “I understand you’re a great lover.”

Branding is not what you say it is, but what they say it is.

The Brand as a Tangible & Sentiment

A brand isn’t your logo slapped on a business card or the header portion of your website. A brand is a collection of all points of contact a person or organization has with an audience. It is how the audience perceives that contact that shapes a brand. The combination of emotional stimuli with actual benefits or attributes of a product or service is the culmination of a brand experience.

  • Ingredients:
    Graphics
  • Customer Experience
  • Staff
  • Products
  • Services
  • Logo
  • Tagline
  • Messaging
  • Packaging
  • Signage
  • Website
  • Decor
  • Language

While the recipe varies from brand to brand, key components are who you are, what you do, how you do it, visual language & standards, virtual presence & physical interaction.

Who Creates It?

If you’re a business that exchanges value for revenue, you have a brand. While you’re definitely the creator, you don’t have to be the one to actively define it, because we’ve established that it’s shaped by audience sentiment. That sentiment is expressed by your value & service.

Branding is the voice that speaks about your company, its culture, unique value, and contribution to the greater good. But what makes for great branding?

Consistency in service.

Before I dove into this awesome profession, I worked my ass off in the high-end restaurant & hospitality chain industry to pay my way through college. Jim McVeigh, one of the most amazing GMs I ever had the privilege to work for, always told me “we’re only as good as our last plate.” Let me set the scenario and let you reflect on the following restaurant experiences:

1. Party of two, you walk in and there’s nobody at the host stand. You made reservations ahead of time, but they can’t find you a seat. The hostess forgets to give you the updated daily menu. Initial contact from your server takes over 5 minutes. They bring your guest the wrong order, and when do get it right, it’s cold…
2. Party of two, a friendly smile greets you and your guest. They made notes on your reservation and remembered that you preferred a booth. An amuse bouche is quickly prepared while you and your guest wait for your drink orders within 5 minutes of having been sat. Exquisite recommendations are made that neither of you can make up your mind. The server is timely at several points of contact without being overbearing or barren in availability. Damn good evening, was it not?

The point I want to make is that you can have an amazingly designed logo, but if your service leaves a lot to be desired, it doesn’t matter what that logo really was. That bad taste in your customers’ mouths is what’s imprinted in their emotional archive when they encounter your brand. So while you do create it but can’t define it, you can influence it.

Any brand designer or strategist that promises you to deliver a great brand for your company is full of it. You’re not the one that controls it. You simply get to influence and guide it. And this culture has to be fostered from within a company.

Positioning

Before anything, you must figure out what your compelling unique value proposition will be. Apple is not a computer company. They don’t compete with Dell. Apple is in the “lifestyle made simple” business. They don’t bombard you with ads about how much RAM & Processing speed their chips contain. Instead, they present their iPod with “20,000 songs, in your pocket.”

How beautiful is that?

Nike isn’t about selling footwear. Their brand is about action, “Just Do It.” It is about persistence in the face of adversity to overcome our own barriers and become the best version of ourselves. To become champions.

Design for the Long-term

Often, we make hasty decisions due to external & time-sensitive factors. Your company may have an upcoming trade show, conference, stakeholder meeting, or focus group session. And if you attempt to design a brand around these parameters alone, you’re setting yourself up for short-term wins at the risk of long-term failure.

Design Around Your Core Values

Say you’re starting a flight booking agency and considering the following names:

– Cheap Flights
– Bargain Flights
– Inexpensive Flights
– Frugal Flights
– Low-Cost Flights
– Half-Priced Flights

You may offer great deals to the price-conscious customer, but what do you do exactly? Who are you really, as a company? Is being the cheapest at the core of your unique value proposition? Maybe you and your team are experienced polyglots that can offer great customer service in many languages and are extremely in tune to the cultural nuances of social interaction with customers of different backgrounds that share the same thrill: travel. But you positioned your company as the cheapest of the pack and that’s the majority of potential customer attention you will attract: cheapskates. Do you now see how not properly investing in your unique core values can and will affect your brand in the long run?

How to Plan for the Long Run

Instead of cheap clients, who are your dream clients? Who are the raving fans that tell others about your product or service? Why you? What about you makes them gloss over your competition? The deeper you’re able to dig into this rewarding rabbit hole, the better you’ll be able to come out with a compelling brand story that will set you up for that monumental pivot point that will enable your brand evangelists to sum you up in three words or less.

What Are You Promising?

Recall earlier when I mentioned consistency.
– Apple – simplicity
– Rolex – timeless luxury
– BMW – German reliability

Consumers of these popular brands know what to expect. That’s what has attributed to their longevity. What is your brand promise? Many companies have generic mission/vision statements, but do they really know what it is that they’re promising, what they will deliver and over-deliver again and again?

Greed and desperation will entice brands to do it all. Price | Value | Speed | Service | Inventory. This is the instance where less, is more. Can you imagine a Used Lamborghini Parts Junkyard? Who would be caught dead shopping around for spare parts?

Don’t be afraid to be categorized. Allow the simplicity of your promise to be a quick identifier in the minds of your ideal audience. We all have to eat, but what restaurants come to mind when you’re:
– on your lunch hour – Subway
– meeting up a close friend for a quick bite – Panera’s
– out on a first date – Ruth’s Chris

All three companies are successful brands, but they’re conscious of the spaces within the food industry that they occupy.

That is why it’s important to know why they buy from you and what it is that they believe about you. So know your promise and keep it.

A Brand’s Triple Threat

Let’s play a game. Connect the brands to their taglines.
Nike
Because You’re Worth It
McDonald’s
Just Do It
Apple
Imagination at Work
General Electric
I’m Lovin’ It
L’Oréal
Think Different

Tell me you didn’t smile as you read them. You probably even heard the announcer’s voice in your head. There are three key components that make for award-winning brands.

1 Be Memorable

Think about the immediate emotion you felt when you read the above brands. How catchy were the taglines? Names like Yahoo, Bing, Google, & Yelp have a distinct persona that rolls off the tongue in a playful manner. Think about how succinct and memorable your own brand can be by brainstorming how sticky your brand name can be. In how many different formats can it be used? Successfully sticky brands are the ones that transcend their name and become verbs or substitute that product or service which they represent:
– Mind passing me a Kleenex, please?

– I forgot the meaning of that, can you Google that word for me?
– Our client needs it now. Be sure to FedEx it on your way out.
– Write the grocery list of what we will need on a Post-It.
– I’m starving, should we order Domino’s?
– Hey girl, want to Netflix & chill?

2 Be Duplicatable

Think of franchise brand. When Ray Kroc started, he had an idea bigger than himself. So when he approached the McDonald brothers in 1954, he had a main goal in mind: scalability. Many of his innovations to the food-service franchise model served this focused goal.

He was able to document, scale and repeat his progress to grow one of the most widely recognized brands in the world. He focused and tweaked his “secret sauce” to be able to rinse and repeat. Think about setting a detailed formula that anyone could walk in, review, and repeat it.

Of course, this particular step isn’t truly necessary in the strictest sense if you’re set on creating a personal brand. However, think about other aspects of your operation if you do decide to bring other people on board and build a team. How would you like them to interact with the public? In that sense, this guideline still applies.

3 Be Viral

There is no first rule of Fight Club. If you have an amazing business that sells outstanding services and products; you’re bound to have raving fans. Make it easy for them to spread your message farther than you could. Let them help you build your tribe by being accessible & shareable. Incentivize them with special deals, perks, product discounts, and early release access.

Combine all of these steps to let the brand take a life of its own and build on itself. Allow for that leverage to do the heavy lifting for you.

This isn’t an easy challenge, but it is a simple concept. Establish clarity of how you want to be perceived in your marketplace. You can’t do it all, at least not in the beginning, choose your strengths. Do this, and you’ll have a solid foundation to build your company brand name, tagline, and message.

B2B consultants: harness the power of productized services.

B2B consultants: harness the power of productized services.

by | Aug 31, 2023 | Business

In the ever-evolving landscape of B2B consulting, offering productized services has emerged as a game-changer. This innovative approach not only streamlines your offerings but also opens up new avenues for client engagement.

In this article, we’ll explore the myriad benefits of embracing productized services, address common objections clients may have, and guide you on how to overcome these hurdles while seamlessly integrating “empathy marketing” into your strategy.

the empathy marketing advantage

Before diving into the world of productized services, it’s crucial to understand the essence of empathy marketing. This approach revolves around understanding and addressing the unique needs and pain points of your clients. By integrating empathy marketing into your B2B consulting strategy, you create a connection that goes beyond transactional relationships. This emotional connection becomes the foundation for building trust and fostering long-term partnerships.

the benefits of productized services

  1. Streamlined Offerings for Clarity: One of the primary advantages of productized services is the clarity it brings to your offerings. Clients often find it challenging to navigate through a plethora of services, unsure of which ones align with their specific needs. With productized services, you present a menu of clear and defined solutions, making it easier for clients to choose the services that best suit their requirements.
  2. Efficient Delivery and Scalability: Productized services allow for streamlined and efficient delivery, leading to increased scalability. By standardizing your offerings, you can optimize processes, reduce delivery times, and handle a larger volume of clients without compromising on quality. This efficiency not only benefits your clients but also enhances your overall business operations.
  3. Predictable Pricing for Budgeting: Clients often express concerns about unpredictable costs when engaging with consultants. Productized services come to the rescue by offering predictable and transparent pricing models. This not only helps clients budget effectively but also establishes trust by eliminating the fear of hidden costs or unexpected charges.
  4. Enhanced Client Experience: Empathy marketing is all about creating a positive client experience, and productized services play a crucial role in achieving this. By tailoring your offerings to address specific pain points, you demonstrate a deep understanding of your clients’ needs, fostering a sense of confidence and satisfaction.

addressing common objections

While the benefits are compelling, it’s essential to anticipate and address common objections clients may have.

  1. “One-Size-Fits-All” Concerns: Clients may worry that productized services are too standardized and might not cater to their unique requirements. Address this by highlighting the flexibility within your offerings and the ability to tailor solutions based on individual needs.
  2. Pricing Apprehensions: Some clients may express concerns about the perceived higher costs associated with productized services. Emphasize the value they receive, the transparency in pricing, and the long-term savings through streamlined processes.
  3. Fear of Limited Customization: Clients often value customization. Assure them that productized services can be customized to a certain extent, ensuring their specific needs are met without compromising the efficiency of delivery.

crafting lead magnet offers

Now that you understand the benefits and objections, let’s delve into the strategy of using lead magnet offers to draw clients in.

  1. Capture the lead’s attention: Offer an incredibly high-value insight that speaks directly to their situation and with a little DIY effort on their side, they can see if your recipe is tasty. Collect at least an email.
  2. Encourage them to book a kickoff-call: no pushy sales or desperate pitches. Simply meet-n-greet each other, clarify what you do and who it serves. Ask them what they’re facing and then assess if your discovery offer is right for them.
  3. Sell a discovery offer: The beauty of the discovery offer is that you should charge a fraction of what your flagship offer coud be, but you’re simply conducting an interview, which is what many gurus tell you to do for free. But your time is valuable.
  4. Upsell to premium productize services: You have now conducted and completed a discovery workshop that has helped the client uncover their roadmap. At this point, you’re not selling, they’re doing it on their own. If you were a great consultant or coach to work with for a minimal fee, they’ll feel much more comfortable to upgrade for your premium offers. This is where you have a menu of productized services to showcase.

empathy marketing through the stages

By tailoring your stepping stone process of how you deliver your services, you build up the client to be in a position where they can readily afford your services.

Your lead magnet is not to make you rich, but it’s to minimize your client’s hesitation and cross the threshhold of that first business transaction to build the trust necessary for them to make larger financial commitments.

Integrating empathy marketing into your B2B consulting strategy through productized services is a powerful way to build lasting client relationships.

By understanding the benefits, addressing objections, and strategically using lead magnet offers, you can not only attract clients but also upsell them on premium services for sustained business growth.

Empower your consulting business with the transformative potential of productized services and watch your client relationships flourish.

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with your own branded app.

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How Hispanic tv is reshaping the entertainment landscape.

How Hispanic tv is reshaping the entertainment landscape.

by | Aug 25, 2023 | Culture, Politics

A new era of Hispanic storytelling is reshaping television and smashing tired stereotypes.

Authentic shows that capture the richness of Latinx experiences are heating up screens both in the US and worldwide.

Forget the one-dimensional maids, criminals, and exaggerated lovers of the past. Say hola to complex, culture-flipping shows helmed by Hispanic creators that offer fresh narratives and multidimensional characters.

From comedies to dramas, these ratings hits drive real culture change by opening minds, starting dialogues, and attracting large audiences across demographics. Hispanic TV is moving from fringe to mainstream with raw, relevant shows that defy expectations.

Comedies Smash Stereotypes

Modern Family paved the way for more nuanced Hispanic characters with the sassy, Colombia-born Gloria Pritchett. Now, One Day at a Time flips the script with a proud Cuban-American family helmed by the fierce veteran Penelope (Justina Machado). It puts a single Latina mother front and center without relying on clichés.

Other comedies take on timely themes. Netflix’s Gentefied spotlights Latino life in a rapidly gentrifying L.A. neighborhood, blending English and Spanish. Social issues get handled with a dose of humor. In HBO Max’s Gordita Chronicles, a young Dominican girl navigates her immigrant family’s struggles and triumphs in 1980’s Miami.

Even reality TV gets a Hispanic flair. The Real Housewives of Miami remake highlights ultra-glam Cuban and Brazilian housewives with telenovela-worthy drama. From catfights to over-the-top parties, it amps up the spice. The Real World Homecoming: Los Angeles reunites the groundbreaking cast that put young Hispanic stories into mainstream reality TV back in 1993.

Dramas Deliver Authenticity

Starz’s raw drama Vida upended assumptions about Latina identity by following two estranged Mexican-American sisters. Darker shows like Netflix’s Narcos unpack the real lives behind headlines about drug cartels. They avoid sensational stereotypes with nuanced looks at people, culture, and politics.

Spanish-language networks also lead with boundary-pushing shows. ComedyLos Espookys from HBO about horror lovers starting a business in Mexico, provides offbeat humor. Period dramas like Bolívar on Netflix turn history into binge-worthy TV.

Powerhouse Creators Tell Authentic Stories

Hispanic creators and showrunners are stepping up as the new power players in entertainment. Their personal experiences lend authenticity.

Gloria Calderon Kellett leverages her Cuban roots in One Day at a Time. Tanya Saracho infuses her Mexican upbringing into Vida. Linda Yvette Chávez pulls from her life for Gentefied’s Los Angeles setting and characters.

Production studios like Ojalá Ignite, Wise Entertainment, and Exile Content specifically boost Hispanic voices behind the camera. Actors like Stephanie Beatriz advocate for more representation and forming their own content creation companies.

Together, these creators flip norms by putting Latino stories and characters front and center on their own terms.

Sparking Culture Change

Hispanic shows drive culture change on multiple fronts. They smash stereotypes, reflect underrepresented experiences, and attract large audiences. Even abuelita is watching!

One Day at a Time draws praise for its nuanced portrayal of a Cuban-American family including themes like immigration, mental illness, and LGBTQ acceptance. Critics laud its ability to teach while entertaining through comedy.

Authentic dramas like Netlfix’s Selena series introduce younger generations to the music legend’s life and Latinx heritage. These shows boost Latinx visibility and understanding from the inside out.

In the 2021-2022 season, Hispanic-led shows like Selena nabbed big ratings across demographics. In fact, they over-index with Latinx and Spanish dominant homes for their buzzy, culture-moving content (Nielsen).

Brands Tap Into the Zeitgeist

For brands, Hispanic shows offer a prime chance to tap into a powerful cultural movement. Savvy marketers are leaning into the zeitgeist with smart partnerships.

Toyota sponsors One Day at a Time and incorporates themes from the show into ads emphasizing family and diversity. Morgan Stanley features Gentefied in its ads touching on heritage and community.

Brands also collaborate with Hispanic stars on custom content and sponsor relevant events. Coca-Cola tapped actor Rafael Alvarez of Gentefied for a digital pride campaign. Verizon partners with Mitú to create shows with rising Latinx creators.

Done right, these integrations can generate buzz while lending cultural cachet. Authenticity is key – Hispanic shows offer bold stories rarely seen in mainstream entertainment. Brands that tune in will connect on a deeper level.

¡Dale! This Is Just the Beginning

With raw, culture-moving shows helmed by Hispanic creators, this entertainment revolution shows no signs of slowing down. The future of TV is brighter, bolder and muy caliente!

Hispanic shows shatter barriers by bringing ignored stories to the forefront. They reveal shared truths that unite us across demographics. Brands that embrace this movement will shape culture while building meaningful mindshare with engaged audiences.

The Growing impact of Hispanic influencers on mainstream America.

The Growing impact of Hispanic influencers on mainstream America.

by | Aug 16, 2023 | Culture

Pero like, ¡soy un influencer!

Social media has given a powerful platform to dynamic new voices representing the rich diversity of the Hispanic community. Hispanic influencers across categories – from beauty, food and fashion to comedy, literature, activism, music and more – are expanding the mainstream American cultural landscape with fresh perspectives.

By embracing their cultural heritage as a strength, Hispanic creators are connecting deeply with Latino audiences while also educating the broader public about the diverse Latinx experience. Mainstream collaborations further integrate Hispanic stars into popular culture, helping initiate crucial conversations and connections across communities.

The rise of Hispanic influencers opens our eyes to new possibilities and brings us closer together by disrupting outdated assumptions and celebrating the vibrant blend of cultures that makes the US unique.

Comedy stars break stereotypes with humor.

Lele Pons (50M+ Instagram followers as of August 2023), one of the most popular Latina influencers on social media, uses humor to break down cultural barriers. Born in Venezuela and raised in Miami, Pons pokes fun at Latino stereotypes and shares hilarious anecdotes about growing up with a multicultural identity. She represents US-born Hispanic youth who float between English and Spanish while navigating multi-ethnic friend groups and families.

Similar to Pons, Juanpa Zurita (40M+ Instagram followers as of August 2023) leverages his Mexican background and American upbringing for funny, engaging social content. On YouTube, Zurita satirizes common Hispanic parent behaviors and pens odes to traditions like “abuelita’s” cooking. His humor makes the Latino experience relatable. Zurita’s digital comedy empire includes acting, such as a role in the Mexican sitcom “Noobees,” and producing viral short films.

Authentic food content counters assumptions.

On YouTube, Mexican-American chef Illyanna Maisonet demystifies intimidating preparations like tamales in an approachable way. She weaves in personal stories about her tight-knit family, bringing her background to life. Maisonet also uses humor, donning elaborate costumes for videos about dishes like champurrado (a corn-based chocolate drink). Her authenticity and passion for her culture shines through.

Activists drive crucial conversations.

Activist influencers spark important dialogues around issues impacting the Hispanic community. Beauty vlogger Dulce Candy (1M+ Instagram followers as of August 2023), who immigrated from Mexico as a child, discusses topics like racism, police brutality and DACA. She shares her own family’s struggles to raise awareness and create change.

Social justice organizer Jess Morales Rocketto (16K+ Instagram followers as of August 2023) advocates for Hispanic rights. She mobilizes Latina activists nationwide and lifts up critical issues around immigration, healthcare inequality and education access. Rocketto also spotlights positive stories in the Latino community. Her multifaceted content keeps followers engaged.

Beauty content expands narrow standards.

Hispanic beauty influencers are shifting mainstream standards of beauty that have long marginalized Latina features. Makeup expert Desi Perkins (4M+ Instagram followers as of August 2023) provides beauty tips for Latina complexions. She offers hacks for darker undereyes or highlighting naturally tan skin. Perkins collaborates with Kim Kardashian’s KKW beauty line to make products suit a wider audience.

Celebrity collaborations build crossover appeal.

Mainstream collaborations help boost emerging Hispanic talent while introducing diverse artists to wider audiences. Colombian singer Karol G’s features on chart-topping songs like Nicki Minaj’s “Tusa” and Jonas Brother’s “X” showcase her talents. Dominican rapper Tokischa nabbed global fans through collabs with Rosalía and J Balvin.

On social media, crossovers generate buzz between fanbases. A video of TikTok superstar Addison Rae dancing with Mexican pop singer Sofia Reyes became a huge hit. The interaction exposed Reyes to Rae’s 86 million mostly non-Latino followers. Reyes reciprocated by teaching Rae songs in Spanish. These integrations build common ground.

Thought leaders disrupt outdated views

In the literary world, social media allows Hispanic authors to directly engage readers. Benjamin Alire Sáenz (41K+ Instagram followers as of August 2023), who pens young adult books with queer Latinx characters, interacts with fans on Twitter and Instagram. He responds to DMs from struggling teens seeking advice. Followers feel connected to him and the issues explored in his writing.

John and Hank Green, known for educational YouTube channels like CrashCourse, co-authored the novel “The Anthropocene Reviewed” which thoughtfully examines the human impact on Earth. The Mexican-American brothers see social platforms as tools for spreading knowledge and empowerment. They tweet progressive commentary to their engaged fanbase.

Activist Jose Antonio Vargas (40K+ Instagram followers as of August 2023) raises awareness around immigration reform. His Define American non-profit leverages digital media to share humanizing stories about the immigrant experience in the US. Vargas spotlights achievement across industries to combat reductive stereotypes. His work reframes the conversation.

The power of authentic representation.

By boldly embracing their heritage, Hispanic influencers enlarge cultural understanding on social media. They organically integrate Latino perspectives into the social mainstream. Their pride in bilingualism and blended identities represents today’s multifaceted Hispanic youth.

Hispanic influencers invite us into their world on their own terms. Their lived experiences counter one-dimensional stereotypes with humor and vulnerability. They drive crucial conversations and collaborations which reveal shared truths that unite us all.

The growing impact of Latinx creators through digital media reflects our changing national fabric. Their presence inspires us to celebrate our diverse blend of cultures as a strength. Hispanic influencers on social platforms reveal a world of possibilities and bring us closer together.