Insights
How to Get a Cell Phone with a 212 Area Code
What is a phone number with a 212 area code worth? Evidently for Elaine (Julia Louis-Dreyfus), on the TV sitcom Seinfeld, it means the difference between getting and not getting a date with someone you have your eye on. (See video below.) Eight years ago, I wrote a...
Faces of a Fish Empire: My Father’s First (Posthumous) Photo Exhibit
“A photographer is like a cod, which produces a million eggs in order that one may reach maturity.” ― George Bernard Shaw, Irish writer and playwright The story of my father’s first photography exhibit begins at his funeral. My mother, brother, sister...
Writing my Father’s Obituary: Tom Kutchera, 1932 – 2016
Woody Allen said, “I am not afraid of death, I just don’t want to be there when it happens.” Needless to say, that was how I felt about my father’s impending death. He had cancer for 6 years. It had metastasized and we knew that the end was near. I felt the same way...
Eulogy for My Father
Today, Memorial Day, I would like to share with you the eulogy that I gave for my father who served in the U.S. Army and passed away this past March. Good morning everyone. My father liked to say that he only had two paying jobs his entire career: the...
Leap Ahead with 3 Case Studies
My family and I wish you great things in this leap year. May your leaps be inspired and boundless! Paramount Books is now offering my book Latino Link: Building Brands Online with Hispanic Communities and Content on sale for $19.95 (originally $34.95). I...
The Total Market Approach Starts with Why – Case Study of Kaiser Permanente
Whenever I hear the term “Total Market Approach” to Hispanic marketing, I scrunch my face in doubt since it strikes me as a “one size fits all” path to cost reduction. Perhaps some marketers do use it to avoid the difficult work in segmenting multicultural audiences...
TEDx Speaker Combats INFObesity in New Book “Got Your Attention?”
Did you know that goldfish have a longer attention span than most Americans? Harvard Business School historian Nancy Koehn found that the average American’s attention span in 2013 was about 8 seconds, down from 12 seconds in 2000. In contrast, the average attention of...
Top 10 Signs You’ve Become a Gringo Latino (and the importance of having a Writing “Compadre”)
I started selling my Gringo Latino T-Shirts on my website here earlier this year. And since then, I realized that I needed a “checklist” of sorts to explain the concept and to bump up sales while having fun in the process. So, I turned to writer, comedian and friend...
Norwegian Cruise Line Case Study: Improving the Customer Experience Online
Rob Casas and Roger Kline of Norwegian Cruise Line wrote this case study for my book, E-X-I-T-O: Su estrategia de marketing digital en 5 pasos (E-X-I-T-O: Your Digital Marketing Strategy in 5 Steps). Click here to read the first excerpt and second excerpt. Background...
Case Study: Banamex Launches Tran$Fer to Reach “Un-banked” via Mobile Phones
Mercedes López Arratia, Customer Experience Head and Digital CMO at Banamex, wrote this case study with my co-author, Alonso Fernandez, and was then translated by Madalena Sánchez Zampaulo of Accessible Translation Solutions. It originally appeared in my new book in...
Case Study: 3M listens to ideas on how to use the Post-it
Carlos Espindola, Digital Head for Latin America at 3M, wrote this case study for my book, E-X-I-T-O: Su estrategia de marketing digital en 5 pasos (E-X-I-T-O: Your Digital Marketing Strategy in 5 Steps), which was translated by Madalena Sánchez Zampaulo of Accessible...
Case Study: SoloEntreAmigas, P&G’s Latin American Content Marketing Program for Teen Girls
Ximena Morena of Procter & Gamble wrote this case study for my book, E-X-I-T-O: Su estrategia de marketing digital en 5 pasos. CONTEXT SoloEntreAmigas is P&G's pan-regional content marketing effort across Latin America, including Mexico, Argentina, Brazil,...