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Essentials of Asian Marketing Part 2: Values and Passion Points

Due to the growing interest in U.S. Asian consumers, brands and marketers are asking: Is there a pan-Asian identity or culture? What are their values and passions? Do Asian consumers need or even want in-language or in-culture services? Who influences their purchasing decisions? Should we target the Asian segment as a whole, or only specific Asian-origin sub-segments?  To answer the pressing questions from clients, we developed a two-part series on the essentials of Asian American marketing (Asian Marketing – Part 1).  In this second installment, we delve into culture, values, and passions to better understand the Asian consumer as a whole.

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Are Modern Families Really All that Different?

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modern familyIt’s no secret that American modern families in 2017 look vastly different from 50, or even 30 years ago. They are more diverse; going from Leave it to Beaver to Modern Family.

But what do these changes mean for marketers? How can brands tap into these shifts to connect with modern families on a deeper level?

We set out to answer these questions in our latest study around modern families, here are just a few key takeaways:

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An Easy Guide on When to Use Spanish in Advertising

Should we advertise in Spanish, English, or Spanglish? This is the classic question when it comes to marketing to the dynamic, bilingual, U.S. Hispanic community, and one of the questions we often hear from clients.

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What to Know About Differences in Spanish Dialects

“Compré poporopos y dulces”
“Compré rositas de maíz y caramelos”

At first glance, it’s probably evident that both sentences are in Spanish; what’s less apparent is that they say the exact same thing: “I bought popcorn and candy.” The difference? The Spanish dialect. The first is from Guatemala, and the second is from Cuba.

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