The Mambo is a fan of Sensis’ work. This is an interesting analysis of brand relationship and purchasing power. I can’t say we necessarily agree – as a company who has represented luxury brands. We are seeing many categories of luxury brands learning Hispanic loyalty can in total prove more valuable than any dollar count.
While aspirational messaging and positioning may not be a one-size-fits-all solution for every brand, it is an example of how premium brands can engage Hispanics effectively. The key is understanding the barriers faced by a brand barriers within the Hispanic market, finding that brand’s shared values with the right Hispanic consumers, and using them to bridge the gap.