With experts in the Chicago, Dallas, Los Angeles and Miami offices, GolinHarris'
Confianza team helps clients address the rapid growth and acculturation of Latinos in the U.S. The availability of Latin America brands in the U.S. and newly developed "Latino brands," coupled with long-standing American brands offer a broad range of choices for the Latino market. With more choices than the general market, building brand loyalty among Latinos is paramount, and public relations becomes a key tool in driving brand preference among these consumers.
The
Confianza team understands that the Latino market is far from homogeneous. Acculturation levels, language preferences and country of origin make for interesting and diverse sub-segments of this growing population. Our experts us Generations Analysis to help clients identify the minor, yet distinct nuances that can influence the success of a Latino marketing program. Our approach not only identifies the specific target consumer among Latinos, it also can determine how they integrate into the overall marketing and communications plan - in Spanish, English or both.
