Speak to the heart as well as the intellect

It's a statement that I discuss at presentations and certainly new business opportunities. This notion was certainly well rationalized and explained through the AHAA Latino Cultural Identity Project, released in late 2006.

The reason I bring it up is because AdAge has a good article on an auto industry consultant advising auto makers to "get emotional" in their appeal to Hispanic car buyers.

While the article has a largely multi-cultural focus, it addresses this critical aspect in Hispanic marketing. And, is yet another reason why simply translating general market messages in Spanish is not the same as marketing to Hispanics.