If a Latino advertising agency or consultant begins to address the Hispanic insight of a pepperoni pizza (a bar of soap, toothpaste, shampoo, a hamburger, a Phillips screwdriver, a pencil sharpener… you get the picture), RUN away from them as fast as you can.
There are certainly some products or services for which you will need to fully understand how these interact, relate, fit, with the reality or frame of mind of the Latino consumer and your success in reaching out to them will heavily depend on it. Exhaustive, primary and secondary research will prove invaluable to reach your goals.
Now, let’s [...]

As Fourbucks closes 19% of its stores, Michigan-based Biggby Coffee, formerly known as Beaner’s (yes Beaner’s) is celebrating the opening of their 100th store – a 30% increase since January 31st, 2008.
Back in January Biggby received a bit of press because of their name change. Some criticized them for caving into pressure from the “politically correct” crowd. I said it was a smart move. As the Detroit Free Press reported:
Juan Tornoe, an Austin, Texas-based Hispanic marketing consultant, said it’s clear to him and should be to anyone that Beaner’s name is about coffee, not contempt.
But the name change could be [...]