Tag Archives: total market

Why Total Market Efforts Are Failing

  After almost three decades supporting Hispanic marketing efforts, both on the client side directing Hispanic Marketing for Coca-Cola North America and on the agency side as founder and CEO of MarketVision working with Fortune 500 companies, I’ve seen some major corporate and brand shifts regarding how multicultural marketing is approached.   A recent Forbes …Continue reading »

Who Took Culture Out of the Marketing Equation?

  In 2015, many marketing industry leaders were quick to jump on the “Total Market” bandwagon for the sake of efficiency, but at the expense of being culturally relevant. They may have created a more efficient and streamlined approach to marketing solutions, but ignoring culture at a point when it is more important than ever …Continue reading »