Si te crees inteligente, trabajas en marketing y quieres que tu negocio exista en cinco anos, !Apúrate y compra este libro!
Translation: "If you're smart and a marketer and want to have a business in five years... buy this book. Hurry!"
Did you know that today's multicultural consumer represents more than 100 million or one out of three people living in the US? THAT'S HUGE! The projections have most marketers waking up and smelling dinero. BUT, THERE'S A CATCH. While marketers from all backgrounds are delving into multicultural marketing, brand marketing does little to connect with the ever-evolving faces of the 'transcultural' consumer. Ellos no son mi familia.
But Romley doesn't stop there. She then takes it a major step further. In her words: "Asian-Americans, Hispanic-Americans, Asian-Indian Americans are blurring the traditional symbols of ethnicity based on race, language, country-of-origin and culture. They are rapidly evolving and challenging the definition of 'ethnic' or 'multicultural' marketing. We need to go beyond the language of debate, beyond 'in-culture marketing,' beyond the repurposed marketing cliches. We need to give marketers the tools necessary to understand the drivers behind behavior so they can develop relevant and effective connections that resonate with today's transcultural consumer."
Romley adds: "No tenemos que ser parte de una cultura distinta a la nuestra para comprender las diferencias entre nosotros. Pero si debemos manténar y estar orgullosos de nuestra identidad, y al mismo tiempo respetar la identidad de otros. Los que dejaran su marca en un futuro, son aquellos que ven mas aya de una raza o color de piel, y traen valores a si mismos y a los clientes con los cuales trabajan.”
The field guide is available October 29 for purchase on Amazon.com and retails for $24.95. But it's free to anyone who works in brand management. Go grab a copy at www.gobeyondtranslation.com.
Posted by an Honored Guest Wednesday, October 3, 2007
Independent Ref Gives the Blow-by-Blow
About a month ago, Jack O’Dwyer’s released a 13-point manifesto calling for the reform of PRSA. For the record, we really like Jack... a lot. But there’s a place where harping -- however constructive -- becomes harangue. I am afraid PRSA may just have him in that corner. And that’s too bad. Good and important criticisms and counsel can easily be discounted and missed.
Anyway, Joe Cortez was otherwise engaged so we asked good sport William Sledzik, APR, Fellow PRSA and Associate Professor/Public Relations at Kent State to step in and ref the fight. Bill does a fantastic job.
Without further ado...
O’Dwyer’s Manifesto: Point/Counterpoint
By Bill Sledzik, APR, Fellow PRSA
Associate Professor, Kent State University
Today I don my referee’s jersey to make the calls in a 13-round slugfest between two PR heavyweights. One is the free-swinging O’Dwyer, the other his longtime nemesis, the ever cagey and calculating Public Relations Society of America.
Jack won’t like my using PRSA’s full name. He calls the society PRS, and that’s no typo. “We don’t find that the values represented by the word ‘America’ are reflected in the actions of the Society,” he said in a July editorial. “These are the values of democracy and open and free debate and discussion.”
A longtime critic of PRSA, Jack sees the society as cloaked in secrecy and rife with corruption. He takes jabs at the society almost daily at odwyerspr.com, but PRSA brass no longer punch back. They don’t talk to Jack, nor do they talk about him. Jack would like to see his proposals on the agenda of PRSA’s national Assembly on Oct. 19, but since that won’t happen, I’ve decided to stage a mock title fight right here.
I can hear the music from “Rocky,” can’t you? This match is 13 rounds, one for each point of the O’Dwyer proposal. I’ll score the rounds as the fight progresses, and mix in commentary along the way.
Disclosure: I am not an O’Dwyer’s subscriber, but Jack did give me access to his site to research this post. I am a 25-year member of PRSA and a member of the College of Fellows since 1996. To save space, I’ve edited the text of points 9, 12 and 13.
If the Assembly actually represented the membership, O’Dwyer said, it would do the following:
On Thursday, March 8, 2007 at 7:41 AM, Ronn Torossian, President and CEO of 5WPR, emphatically promised that he was going to sue us. No real reason, he was just irritated by our teasing him about getting in bed with pornographer Joe Francis. Anyway, Ronn gave his obscenity-laced word that we'd see the complaint in 72 hours. It's now late by
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