Friday, July 16, 2010

Must Use Spanish, Verdad? Not Necessarily!

The role of culture in brand-building is indisputable, and language is naturally a significant component of this. However, this may not necessarily be applicable across the board, for all age groups.

America is a melting pot and polyglot of fresh talent, the foundation of the nation is built on the sweat, tears, and hard work of immigrants, who bring with them not only their talent, skill-set, and abilities, but also their language, customs and distinctive cultural behavior. This is what makes America great, and it is a tradition that continues to this day.


So it's logical to think of the importance of using Spanish when communicating with and engaging the U.S. Hispanic market. But this simple approach does not work across all age groups. It has to do with fitting in, and not standing out.


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