Latino: The New Language of Rolling Stone

by Gus Razzetti on February 5, 2013

In the beginning it was the language. That’s how marketing to Latinos started. And agencies and the media put the Latino consumer in a “language cage.” It was as if Latinos lived in a silo, connecting only with Spanish language and Spanish media. Today’s Latino reality, with 70 percent self-defined as “bicultural,” is completely different. […]

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Last week, while flying back from NYC, I was reading an interesting article in the Sunday magazine of The New York Times. According to new scientific research, if you are trying to persuade someone, “marshaling data and making rational arguments won’t work. Whether you’re changing your own mind or someone else’s, the key is emotional, […]

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Will Latinos Keep the American Dream Alive?

by Gus Razzetti on August 11, 2012

The 2012 London Olympic Games have started. And the American Olympic dream is alive more than ever. For Team USA, the American dream goes beyond having a nice house, a car, and a nice family. Their picture-perfect definition includes breaking records and winning medals. At the intersection of both the “traditional” and “athletic” American dreams, […]

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The Cultural Chameleon: Latinas Living in America

by Gus Razzetti on June 14, 2012

It seems like there’s superheroes craziness on the big screens this summer. A mix of anticipated sequels, 3D effects, and high production budgets: a slew of superhero movies are coming to the theaters between May and August this year. “The Avengers” broke yet another record by becoming the third highest grossing film of all time […]

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