INSIGHTS & IDEAS

Develop Your Cultural Fluency

Get Hispanic  marketing, selling & merchandising advice in an upcoming blog post

November 14, 2016

Ideas to minimize clutter and mitigate the risk of backlash by mainstream shoppers.

Adding in-language copy to product packaging is one way that brands can strengthen their emotional connection to ethnic customers. However, many companies hesitate in doing so for two ma...

July 28, 2016

4 ideas to improve product fit to appeal to ethnic shoppers beyond language.

Recently, I wrote about Hispanic initiatives needing to go beyond the translation of marketing messages and how a retailer might adapt its merchandising for jeans to appeal to the cultural beau...

July 21, 2016

Go beyond language to increase sales among ethnic shoppers.

Many executives assume that the need for a Hispanic marketing program stems from a language barrier. Since US Hispanic growth is mostly due to births, they conclude, investments in Hispanic marketing are not ne...

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"At our DisruptHR quick fire mini-conference Sandra was given 5 minutes to share something innovative and disruptive. She excelled at dealing with a challenging format (slides change automatically every 15 seconds) and delivered a presentation that was engaging, informative and interesting. "

— Barnaby Cook, Managing Director U.S. | Casual Films

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