Mike Valdés-Faulí, CEO y presidente de Pinta
Mike Valdes-Fauli, President and CEO of the marketing firm Pinta, believes that brand loyalty can be earned in the market of Hispanic millennials as soon as advertisers and marketers understand the aspects of value of their brand. “We have to start realizing that the traditional Hispanic advertising is dead” Valdes-Fauli said during the talk Debunking the millennial myth, an event during the advertising week, held last September, 29th.Manufacturers of alcoholic beverages such as rum, tequila and whiskey have the highest win in this race, selling disproportionately over other markets. Baseball player Carlos Santana I the image of Tequila Casa Noble, and he is just one example of the many Latino faces or co-owners who invite others to drink high quality alcohol.According to Valdes-Fauli, Hispanic millennials are not losing their culture, but “they are in the process of forming a great general culture, a culture that prevails in the focus of their brand.” We are entering an era in which language will be more important than culture, where the Hispanic market is similar to the mass market more than that one of the previous generations. “Realizing that 20% of millennials are Hispanic, and the numbers are increasing greatly, anyone willing to ignore 20% of this population will probably leave a lot of dollars behind,” the expert said.
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