Art and music combine in feast of Latino culture

A Latina who was born and raised in Argentina, went to college and graduate school in South America, and then later came the U.S. to work and raise children has a different “culture” than a Puerto Rican woman who grew up in low-income housing in New York. I’ve interviewed both types of women as part of my Powerful Latina interviewees, and although they are both Latina, they also both inhabit their “Latina- ness” in very different ways.

Take a moment to think about what YOUR culture is. What is important to you, and how did you learn those values? And even more important — how do you carry on those values and teach them to others?

Our “culture” as Latinos is becoming an interesting cultural-racial- ethnic and SITUATIONAL mix… Where will we go from here? It is up to us to decide. However it is important that we first identify and decide what *our* Latin Music and Arts culture is for ourselves.


Adapt Brand Communication Strategy to Latino Culture

Reaching a targeted ethnic market doesn’t have to shake up your world. Existing strategies can be adapted to meet a market demand in various segments. It can be done from the product to the promotion mix in order to appeal to localized cultures. In this case, we’ll focus on the promotion mix to illustrate how a brand should communicate in a Latino market segment.

When we refer to cultural branding, we are addressing a consumer’s localized historical experience to connect with in a defined group or society independently from another. The historical experience is a culture variable that will always change depending on who the targeted segment is regardless of culture and language. Now for the sake of making my point clear, we are not going to modify a brand’s design but the communication process as to how a brand should transmit its meaning and/or proposition while resonating with a Latino targeted audience.

Latino Branding: The Process

If a marketer wants to Latinize a brand, he/she will have to identify the consumer, the consumer’s nationality, cultural background, customs and thought process in relationship to the place of origin (country).


The process of identifying and determining who the targeted Latino consumer will be is no different than that used for the general market. However, two essential factors must be considered as part of the data collection among Latino consumers: nationality and respective cultural background.


We can get by saying that, for the most part, Latin American consumers share a similar experience pre-independence. From that date forward, however, a unique identity emerges regarding political and economic development of each country. The latter making a significant impact on demographic and socio-cultural characteristics which affect the thinking process of each individual.

Cultural Background

One of most relevant facts to unveil among Latinos is their cultural background as a factor of differentiation from one person to another depending on the country of origin.

The majority of Latino literature is focused on the home and this serves as the perfect platform to observe the differences seen in Latino families from Eurocentric ones. Family for those in Latino culture plays a much more important role than in a Eurocentric one.

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