by Sparkle Insights | Jan 17, 2017 | Blog, Hispanic, Multicultural Marketing
Over the past two decades, multicultural marketing discussions and strategy have evolved in many aspects. This can be observed in the US, where marketing has shifted from a segmented approach targeting specifically either the Hispanic, African American, Asian...
by Sparkle Insights | Oct 19, 2016 | Asian American, Blog, Multicultural Marketing, Popular Culture
In my career as a market researcher, I have tested many concepts and taglines transcreated (The process of adapting a message from one language to another, while maintaining its intent, style, tone and context) for multicultural audiences. Most of the time, the...
by Sparkle Insights | Sep 16, 2016 | Blog
According to the newly released inaugural annual survey of entrepreneurs by the Census, more than half of the minority-owned firms with paid employees were Asian-owned. This represents great opportunities for companies that provide services to business...
by sparkleinsights_5n3820 | Jun 7, 2016 | Blog
In her presentation about the many dimensions of the South Asian population in the U.S., Esther “ET” Franklin, Head of Americas Experience Strategy, Publicis Media, had a slide titled “size + influence = power.” This is not only the theme of her presentation,...
by sparkleinsights_5n3820 | Dec 15, 2015 | Blog
Chinese designer Liu Yang used images to illustrate the differences between the East and the West in her book “Differences between the East and the West” after living 13 years in China and in Germany respectively. I thought these illustrations are very...
by sparkleinsights_5n3820 | Aug 27, 2015 | Blog
By Iris Yim Although WeChat is relatively unknown in the U.S., it has close to 550 million actively monthly users and has become the default social media and a cultural and social phenomenon in China in the short amount of time since its launch in 2011. ...
