The ultimate goal of any brand effort is differentiation. Setting your product apart from its competitors is an essential first step toward creating preference and loyalty. According to research firm, Millward Brown, “Brands that are perceived as being different have a much higher potential for growth than do other brands.” Consequently, identifying and communicating meaningful points of difference has become the focus of much strategic branding work. Read the rest of this entry »

It’s no secret that Hispanic consumers are driving growth across a range of industries in the U.S., so it makes sense that many companies aren’t asking if this demographic is affecting the nation. Rather, they’re askinghow they’re affecting it. With a projected buying power of $1.5 trillion by 2015, the U.S. Hispanic population is worth watching.

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Before you pour money into advertising, figure out exactly how much you should spend. Read the rest of this entry »