Marketers Will Do Well By Embracing the New Normal: Diversity

Diversity is the new normal. But, we’re seeing diversity at work, home and play going well beyond race and ethnicity.

Click to read more ...


Marketing strategies must adjust to today’s cultural paradigm shift or fail

A study that is out this month by multicultural agency LatinWorks and research firm EthniFacts notes that nearly 9 in 10 Latinos feel equally American and Latino. They don’t see themselves transitioning from one culture to the other; instead they have synthesized both.

Click to read more ...


Multicultural Ads Still Not A Part Of The Super Bowl

Sure, there was a black goldfish serenading Beck’s new Sapphire beer, and a brown goat attacking his/her Dorito loving owner. But in general, of the 45 ads, only a few had lead characters who were something other than non-Hispanic White people (and not famous):

Click to read more ...


Drop the marketing speak and use “communities” instead of “segments”! 

At a recent conference, Bill Toliver, Executive Director of the branding and communication firm Matale Line, showed a slide defining the terms “segment” and “community:”



  1. any of the parts into which something can be divided;
  2. a distinct subdivision of an organism or part;
  3. to divide or become divided.


  1. a unified body of individuals;
  2. an interacting population of various people with a common characteristic or interest together within a larger society;
  3. joint ownership or participation.

Click to read more ...


So I’ve got a logo – Isn’t that my brand?

Not quite.

Actually, a brand isn’t a name, logo, tagline, product, ad or website. A brand, rather, is a set of beliefs, values and images about your organization and/or offering held by the community you build as well as the your various stakeholders.

In other words, brands are defined by the audiences experiences.

Click to read more ...