Culture Code for Money: The Insider’s Guide

Hispanics represent over $1 trillion in household disposable income. It’s time to understand their culture code for Money. This article covers: the definition of culture codes and biculturalism; the code for money for American, Latin American and Hispanic American markets, its affect on marketing to financial and banking industry products; and a suggested segmentation of the U.S. Hispanic market for this particular industry.

Culture Code for Money - The Insider’s Guide

Culture Code for Money – The Insider’s Guide

Besides their sheer numbers and outstanding growth, the Hispanics’ over $1 trillion in household disposable income make them extremely appealing to Financial institutions. 14.5% of U.S. Hispanics can be considered affluent with incomes over $75,000. Still, many may perceive Hispanics to be mainly lower income even though approximately one in five Hispanics live in poverty. Hispanics bear noticeable differences from their non‐Hispanic white counterparts for financial products preferences. Further, Hispanic Americans lag behind with regard to breadth and depth of financial assets, particularly riskier but usually higher return asset classes. By the same token, the preferences for different financial products and services vary for Hispanic Americans based on their income level, education, country of origin, and number of years that they or their families have been in the U.S.

It’s time to understand their culture code for Money.

What is a Culture Code?

A culture code is the representation of our cultural understanding of a physical or abstract object. A full set of culture codes form the cultural unconscious, which is hidden from our own understanding, but is seen in our actions.

These culture codes or mental structures are formed at an early age and these strong imprints placed in people’s subconscious are determined by the culture in which they are raised. This is why people from different cultures have such different reactions to the same things.

American Culture Code for Money

First, let’s cover the definition of the culture code for money.

Dr. Clotaire Rapaille, the renowned anthropologist states that “the notion that we “come from nothing” pervades America. In a sense, we have the poorest rich people in the world, because even those who accumulate huge sums of money think like poor people. They continue to work hard, they continue to focus on cash flow and expenses, and they continue to struggle to earn more.”

But thinking of Americans as worried only about money is a misconception. To Americans money isn’t a goal in and of itself. It symbolizes a measure of how far they’ve come and how much was achieved. Money show us who the big winners are, therefore, the American Culture Code for money is PROOF.

Hispanic Culture Code for Money

Hispanics are risk averse. This changes with new generations being born in the U.S. You don’t talk about money and the risks associated with financial instruments and unstable economies.

Let’s examine the Latino culture in Latin America, where money is not proof of achievements or self-worth but a taboo. In Latin America, just like in Europe, there’s very little movement between economic classes. The children of professionals become professionals, the children of business owners become business owners and, for the most part, people stay within their class. Therefore money stops being proof to become something unpleasant you do not speak about.

In the United States speaking about money does not carry the same negative connotation than in Latin America, where doing so (speaking about money) in front of others or with others of same, higher or lower means is considered vulgar.

There is a also belief in Latin American culture that you can strike it rich with a fabulous (and easy to implement) idea. This notion is very much in line with the Hispanic fatalistic outlook in life where the belief is that things are predestined to be or to happen. The idea being that no matter what my origin or inherited resources, one can achieve financial success, not by hard work but by serendipitous means.

Therefore, the Latino culture code for money is LUCK. You got lucky to have been born into money, or lucky to have struck gold. Maybe you got lucky because you married somebody with money.

Among Latinos, the culturally accepted way to indicate wealth and material success is by owning the latest technology, wearing the latest fashion (designer, of course) or a high end luxury car. These are all symbols that enable people to demonstrate their wealth without having to talk about it. This is the exact opposite to the U.S. culture, where comfort rules and people wear what they prefer without worrying about being judged as successful or not for it.

US-born Hispanics Culture Code for Money

Let’s analyze the impact of both culture codes on U.S.-born Hispanics and highly acculturated ones. We will notice a dichotomy of thought that is accentuated the more the Latin and American culture codes are incorporated into their acculturation and enculturation process.

This process does not mean switching one cultural more for another. Changing mores would imply a process of assimilation whereas adopting and incorporating a new more implies a process of acculturation. What takes place inside of the bicultural persons’ brain is cultural frame-switching (CFS.) Cultural values switch, one taking prevalence over the other at different times to evaluate a message or situation. As a bicultural person, one can feel more comfortable speaking about money while looking at the situation from one’s culture perspective or feel less comfortable when perceiving and interpreting through the other culture, all thanks to cultural frame-switching.

The concept of cultural frame switching (CFS) or double consciousness was made popular by W.E.B Du Bois and focuses on how an individual switches between cultural frames of reference in response to a stimuli or to their environment.

“Individuals who integrate two cultures into their identity often attach cultural meaning systems to a framework that can be elicited by the language, icons, or stereotypes of that culture. Bilingual biculturals, when primed for a framework, may switch compatibly or incompatibly with the cultural frame elicited.” — Cultural frame switching and cognitive performance by Miriam Walsh, Ed.S., California Sate University, Fresno, 2011, 104 pages; 3458356

A good way to measure acculturation level for Latinos is how comfortable they become about speaking about money and less comfortably about sex.

American Hispanic Market Segments for the Financial Industry

While understanding the culture code for money pertaining to any culture is key for the marketing of any product and service, this need becomes heightened when we talk about the Financial and Banking industry.

We have identified 5 Hispanic market segments for Hispanics over 18 years of age who reside in the United States and are bicultural. It is important to highlight that biculturalism does not go hand in hand with bilingualism. Different strategies may have to be developed for these segments and for specific financial products or services these segments may have to be merged or split even further.

“Although the terms “bicultural” and “bilingual” are often seen together in the same text, there is very little work that attempts to encompass them into one reality, bicultural bilinguals. This paper takes up a number of themes that pertain to bicultural bilinguals, most notably how they are described in the literature, how they become both bilingual and bicultural, and how their languages and cultures wax and wane over time. Other aspects discussed are their linguistic and cultural behaviour as bicultural bilinguals, how they identify themselves both linguistically and culturally, as well as their personality as bicultural bilinguals. An effort is made whenever possible to bridge the gap between the two components that make up bicultural bilinguals – the linguistic and the cultural – and to show how the questions that interest linguists when studying bilinguals can be taken up and adapted by researchers examining cultural issues, and vice versa.” — François Grosjean, Université de Neuchâtel, Avenue du Premier-Mars 26, 2000 Neuchâtel, Switzerland.

These segments range from low-income Hispanics who can only access second-chance lending mortgages, prepaid or debit cards and basic savings accounts to high-income Hispanic Americans interested in more complex investments, mortgages and home equity loans.

In addition, language becomes a key factor in communicating and engaging with each segment. A large number  of Hispanics prefer to do business in English, particularly since the Spanish version of most financial literature existent in the U.S. misses out on detail and key disclosures that directly affect the financial transaction. Some companies make the horrible mistake of sending translated information to prospects and/or customers based only on whether their last name seems to be “Hispanic-like.”

Financial Industry Hispanic market Segments

Financial Industry Hispanic market Segments

To give you an idea of how attractive this market is, we think it’s worth mentioning the Underserved market. The “underserved” market represents more than 88 million individuals and nearly $1.3 trillion in wages.

Financial Industry Hispanic market segments characteristics and size

Financial Industry Hispanic market segments characteristics and size

It is important to highlight that biculturalism does not go hand in hand with bilingualism. Different strategies may have to be developed for the segments presented and, for specific financial products or services, these segments may have to be merged or split even further.

More about Hispanic Market Segmentation


Target Latino has studied the U.S. Hispanic population, the Latin American and U.S. non-Hispanic, their online and offline behavior, for over 30 years, even before the Hispanic market was first “discovered.” As a result, we’ve developed proprietary methodologies that enable us to identify and segment Hispanics, online or offline, by age, gender, country and region of origin. We specialize in the identification of culture codes for the Hispanic market.

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5 Awesome 2014 Soccer World Cup Ads

Isn’t it funny that now we all focus on the 2014 soccer World Cup Ads? Didn’t it used to be an almost exclusive event surrounding the Super Bowl? As the U.S. gets more involved with soccer, the larger the U.S. audience and the higher the number of advertisers wanting to capture their attention.

Because of it and because soccer or fútbol is so embedded into the Hispanic culture, I have selected 5 awesome 2014 Soccer World Cup ads to share with you. Well, there’s more but wanted to save some for my next post. 😉

For one month let's all be fútbol fans.

For one month let’s all be fútbol fans.

Gatorade: #1 of the 2014 Soccer World Cup Ads

I have seen Boca Juniors players, one of the two most famous fútbol clubs in Argentina,  preparing for the games and they actually do these exercises. Watching Lionel Messi, David Luiz and Sergio Ramos’ movements orchestrated against a bit of Disney magic from Cinderella when she is getting ready for the ball was truly outstanding. Talk about parallelism.

The hashtag #WinFromWithin could not know be more fitting for Gatorade. The perfect product placement through the ad allows you to truly notice the brand. Great work from their agency, Tracylocke.

Hyundai: #2 of the Brazil Soccer World Cup Ads

A campaign that promotes that fans meet each other and celebrate their passion for football. A flood of expectant mothers arrive to a hospital to deliver their babies all in the same night, 9 months after Spain wins the World Cup.
The Hyundai campaign has a great social media tie in with #BecauseFootball. Thank you, Innocean USA.

KIA: #3 of the Soccer World Cup Ads

Kia motors and its agency David & Goliath bring us Adriana Lima and this great campaign that seems it will continue showing us more reasons why “For one month let’s all be fútbol fans”. The Brazilian model, actress and a Victoria Secret angel definitely has the power to convince all american football fans to call it fútbol for one month!

Unfortunately, I cannot share the campaign with you as they do not allow re-sharing of their ads. It does get them more exposure to their brand and great endorsement. So, one cannot but wonder, what is wrong with KIA?

Thumbs down to KIA.

McDonald’s: #4 of the Brazil 2014 Soccer World Cup Ads

“House Divided” depicts the similarities between a mexican father and his U.S. born son in spite of their football rivalry. The father, of course, cheers for Mexico while the son feels a bit torn between Mexico and the USA.

The ad plays on the duality that most Hispanic millennials feel when their teams play each other. But, in the end, father and son agree on one thing: they’re both happy to travel to Brazil when they both win the price from McDonald’s.

Terrific campaign from Alma.

Jaguar: #5 of the 2014 Soccer World Cup Ads

Jaguar seems to be getting more into advertising at big sports event. The first one was at the last SuperBowl and it featured villains as well.

In “Striker”, Jozy Altidore is the soccer ball thief of the World Cup. Hilarious, fresh and the villains continue driving Jaguars!! 🙂


Messi World Cup 2014 Gatorade ad

Messi World Cup 2014 Gatorade ad

Last but not least, I wanted to share this introduction from the social network that is IMHO the most Soccer World Cup friendly of them all: Twitter!

Keep tuned! I will feature more soccer World Cup Ads soon!!

Gatorade World Cup 2014 Ad
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Latinos in Kansas to Have Hispanic Day on the Hill

Claudia Goffan, Hispanic Marketing professional and CEO at Target Latino, named expert keynote speaker by the Kansas Hispanic & Latino American Affairs Commission with the office of the Governor Sam Brownback.

Atlanta, GA – March 27, 2013 – The Kansas Hispanic & Latino American Affairs Commission, with the office of Governor Sam Brownback, is proclaiming Hispanic Day on the Hill at the Capitol in Topeka, Kansas that this year will take place on April 1st- a day wherein Hispanics from Kansas will come together to obtain updated information on key policy and encouraged to meet with their legislators at the Capitol.

The Kansas landscape has changed dramatically since the 2000 U.S. Census. The state’s Hispanic population grew by 59 percent over the past decade. There are over 301,000 Hispanics that reside in Kansas – the 17th largest Hispanic population share nationally- and more than 37% of them are eligible to vote (higher than North Carolina with only 24%).

Claudia Goffan - Target Latino CEO

Claudia Goffan – Target Latino CEO

Claudia Goffan, CEO at Target Latino, Hispanic Marketing expert and Latino community advocate, has been named keynote speaker where she will address the main factors to consider when reaching out to this key demographic.

Claudia has been the Hispanic Marketing expert on Soledad O’Brien’s VIP Panel for the launch of CNN’s major documentary, “Latino in America.” She has been featured in Adweek, Univision, Telemundo, Huffington Post, and is a public speaker in Social Media and Multicultural issues at Emory University, CNN, Columbia University, Georgia State University, and AARP Viva, among others.

“I am honored to have been selected as a keynote speaker for this event.” Goffan said “When I was invited by Adrienne Foster, the Executive Director of Kansas Hispanic & Latino American Affairs Commission, Mayor of Roeland Park and a truly impressive Latina, to speak in the same state that has seen the birth of such important Hispanic figures as Janet Murguía, President of the NCLR, and Juan Sepulveda, Democratic National Committee senior adviser for Hispanic Affairs, my heart skipped a beat.”

Goffan will also attend meetings at the Topeka Chamber of Commerce with businesses interested in reaching out and serving this increasingly influential community.


For more information regarding Hispanic Day on the Hill or Claudia Goffan, please contact Target Latino at +1 866 600 7030. You can also follow us on @targetlatino for our latest updates.


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First Latino Pope Francis I: History in the making

Cardinal Jorge Mario Bergoglio of Argentina was elected pope today, becoming the first pontiff from Latin America and taking the name Pope Francis.

The white smoke, accompanied by the pealing of bells to eliminate any confusion, billowed from a flue on the roof of the Sistine Chapel, prompting the huge gathered in the square to erupt in applause and cheers.

Pope Francis I - Papa Francisco PrimeroPope Francis becomes the first pope to hail from outside of Europe. He is also the first Hispanic Pope and the first Latin American Pope as well as the first Argentinean Pope. Latin America is one of the biggest bastions of Catholicism in the world but more bets were being placed on the Cardinal from Brazil.

Pope Francis I (Papa Francisco Primero) appeared on the balcony of St. Peter’s Basilica after the pronouncement ‘Habemus Papam’ – “We have a pope.”  He spoke in Latin, Italian and in Spanish.

This pope is the 266th successor Pope to the Catholic churches original apostle St. Peter.  White smoke appeared at 7.:05 p.m. local Vatican time indicating 115 cardinals had been made after five rounds of cloistered voting.

Argentina’s President Cristina Fernandez called his thinking harkened back to “medieval times and the Inquisition.”

Personally, what resonated with me the most was when he said: “Let’s pray for the whole world because it is a great brotherhood.”

Pope Francis

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Support of Comprehensive Immigration Reform: ASPIRA Applauds Verizon for Courageous Stand

The ASPIRA Association applauds Verizon and its Chairman and Chief Executive Officer, Lowell McAdam, for strongly supporting comprehensive immigration reform. In a letter dated March 4, 2013 addressed to all the members of the bipartisan group of U.S. Senators who are working on immigration reform legislation, McAdam indicated that the need for comprehensive immigration reform is “a critical step in re-igniting economic growth in America…More fundamentally, however, the genius of America lies in the fact that we are a nation of immigrants bound together by national values of economic opportunity, rewarding hard work and providing access to education. Throughout our history, immigrants have come here and have created the American Dream.” added McAdam in urging senators to continue to work in a bipartisan fashion to pass comprehensive immigration reform.

Immigration Reform 2013

Immigration Reform 2013

“Verizon has always recognized the importance of the Latino community to the nation’s economy and how critical it is to our country’s future. It has been a leader in supporting our community, whether in education, jobs, helping build businesses, or providing access to technology. However, to rise to take such a public position on an issue that has been so controversial and divisive in recent years shows great courage, and how deep Verizon’s commitment to our community truly is. We urge other major corporate leaders to follow Verizon’s lead so that we can finally bring millions of Latinos, especially Latino youth, out from the shadows.” said Ronald Blackburn Moreno, President and CEO of ASPIRA.

McAdam’s letter was sent to Senators Bennet (D-CO), Durbin (D), Flake (R-AZ), Graham (R-SC), McCain (R-AZ), Menéndez (D-NJ), and Rubio (R-FL), who are leading the effort in the U.S. Senate to craft legislation on immigration reform.

“For the first time in over a decade, there is a real opportunity for congress to pass bipartisan legislation that will grant legal status and a path to citizenship to millions of Latinos. Corporate America should lend its powerful voice in support of comprehensive immigration reform.” said Blackburn Moreno.

Founded in New York in 1961, ASIPIRA is the only national Latino organization dedicated exclusively to the education and leadership development of Latino youth. For over 50 years, ASPIRA has fostered educational excellence and civic engagement among Latino youth and to build a new generation of Latino leaders.


Ronald Blackburn Moreno

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We Decide: Latinos and the 2012 Election

nuvoTV usually plays to stereotypical Latino themes on its programing but this time they are appealing to a broader base of viewers. Bravo nuvoTV for this that promises to be a very successful program around Latinos and the 2012 election. Let’s hope it becomes regular programming!

Latinos and the 2012 Election

Latinos and the 2012 Election

nuvoTV will air a groundbreaking town hall-style television special, We Decide: Latinos and the 2012 Election, on Sunday, August 19 at 8:00PM (ET/PT), moderated by NBC News’s award-winning journalist Natalie Morales, news anchor of TODAY.

This historic hour-long original program will be the first to explore how this year’s presidential candidates are addressing crucial issues facing America’s Latinos and represents the first of its kind partnership between nuvoTV and NBC News’s Peacock Production.

We Decide: Latinos and the 2012 Election delves into the issues that matter most, and nothing is off-limits as the panel of experts and audience participants engage in a passionate discussion on the impact of the Dream Act, immigration reform, the economy, job creation and other vital topics.

“Latinos in America are a crucial component for presidential candidates in the 2012 election, and could well be the deciding factor in determining who is our next president,” said Michael Schwimmer, CEO of nuvoTV, “Mainstream media has not adequately addressed the issues facing America’s Latino community in the context of this election. nuvoTV’s town hall will provide a unique venue for Latinos to amplify their voice across the country in English, so that the widest possible audience can appreciate Latinos’ perspectives on the issues.”

We Decide: Latinos and the 2012 Election experts represent a diverse panel of political thought-leaders, including:

Governor Bill Richardson (D), the former two-term Governor of New Mexico, Ambassador to the United Nations and Energy Secretary in the Clinton Administration.

Congressman Luis Gutierrez (D), now in his tenth term as the U.S. Representative for Illinois’ 4th congressional district, is a tireless champion of the causes of the Latino and immigrant communities across the U.S. He is the first Latino to be elected to Congress from the Midwest.

Janet Murguía is President and CEO National Council of La Raza, the nation’s largest Latino civil rights and advocacy organization. She has been widely recognized for her work, including honors on numerous lists that include People en Español’s “100 Most Influential Hispanics,” Hispanic Business’ “100 Most Influential Hispanics,” Latino Leaders’ “101 Top Leaders of the Hispanic Community” and twice on Washingtonian’s “100 Most Powerful Women in Washington.”

Jennifer Korn is the Executive Director at the American Action Network in Washington, D.C., a leading conservative advocacy group. She has 16 years experience managing candidate and issue campaigns both in and outside the White House. She has served on three presidential campaigns.

Paul Rodriguez, a popular comedian for nearly three decades, was voted one of the most influential Hispanics in America and awarded the Ruben Salazar Award by the National Council of La Raza. He is widely recognized as an influential member of the Latino community.

Thomas A. Saenz, CEO of the Mexican American Legal Defense and Educational Fund, the Nation’s leading Latino legal civil rights organization.

Arturo Vargas is the Executive Director of the National Association of Latino Elected and Appointed Officials (NALEO), a national membership organization of Latino policymakers. He also serves as Executive Director of the NALEO Educational Fund, an affiliated national nonprofit organization that promotes the full participation of Latinos in civic life.

Rudy Fernandez serves on Mitt Romney’s National Hispanic Steering Committee. A seasoned political advisor, Fernandez has held positions in the White House, the U.S. Department of Transportation and the Republican National Committee.

About nuvoTV
nuvoTV ( is the first and only English-language television network created for American Bi-Cultural Latinos 18-49.

Vibrant. Bold. Driven. NuvoTV embodies the spirit and lifestyle of today’s BCLs. From lifestyle and comedy to music and movies, nuvoTV’s unique line-up of original programming is all shot in high-definition.

nuvoTV is available in major markets including Los Angeles, New York, Miami, Chicago and San Francisco/Bay Area, as well as all of the top 15 Hispanic DMA. Major distribution partners include AT&T U-verse, Comcast, Cox, Dish Network, Time Warner Cable and Verizon FiOS.

we all have stories

we all have stories

Photography and the Droid Camera

Multi-shot of truck driving with Droid Razr Camera

Multi-shot of truck driving with Droid Razr Camera

If you are anything like me, then you carry a frustrated photographer inside you. We would like to take those incredible pictures that would leave our friends in awe but we never dared purchase the equipment needed – lenses and all – in order to achieve that level of photography or photographic art. Until now. Because the Droid camera has so many incredible features for picture taking that it allows amateurs like me to take the most amazing shots.

The 8-megapixel camera resides in a bulge on the back. And you have a back and a front camera. If you were ever alone in a beautiful surrounding and wanted to capture yourself within that scenery, now you can do it without having to strain your arm or your hand. And you can choose between widescreen or 8MP photo resolution. For those of us who cannot remember the exact location where the picture was taken or we have left the picture in in the camera for so long we don’t even remember what is was, geo-tagging is of great help.

Bowling Alley Panoramic Photo

Bowling Alley Panoramic Photo

There is a variety of photo effects to choose from like  black and white, sepia, negative, solarize, red, blue and green. And like with a regular camera, you can select the photo type: Auto, Portrait, Landscape, Sport, and more. The coolest feature though are the modes. You can choose to photograph a single shot, a multi-shot (see picture composite), panoramic (see picture) – the camera auto-captures up to six multiple shots as you move the camera, and joins them together to make one large image- or timer. This camera also allows you to select the exposure setting, flash, no flash and automatic.

If you like video, you are in for a treat as you can choose the video stabilization feature which reduces the level of hand shaking while shooting!

by Claudia “Havi” Goffan

Disclosure: I am participating in the Verizon Wireless Ambassadors’ Program and have been provided with a wireless device and three months of service in exchange for my honest opinions about the product. All the opinions expressed and experiences shared on this post are personal and not Verizon’s or anybody else’s.Verizon Wireless Ambassador Program

hardest job ever - funny

hardest job ever – funny

Who attends a Verizon Wireless Workshop?

Baldwin and Keith the Verizon Wireless Workshop experts

Baldwin and Keith the Verizon Wireless Workshop experts

If you ever wondered who attends the Verizon Wireless Workshops you would be surprised to find out who they are and how many they are. A few days ago, I attended my very first Verizon Wireless Workshop on Getting Started with Android. I signed up online at the Verizon Wireless Workshops site for the one given at a store near me but they are offered in Spanish and online as well.

Upon arrival, I noticed a group of chairs that were very quickly filled with seniors, mostly grand-parents, that were given their smartphones as a gift and could not bear to disappoint their grand-children that had bestowed such wonderful technology gadgets upon them just because they wanted to stay more in touch. The experts initiated the session by asking what model of Android phone each attendee had and this elicited a flurry of stories on how they had gotten their smartphones. Ways of communication are definitely changing at all generation levels. So impressive.

The session was really entertaining and interactive and both Baldwin and Keith (see photo) covered the basics of each Android device – from how to turn them on and off all the way to downloading apps and mastering the GPS features. Here are 10 really interesting tips and things that I truly enjoyed (thank you, Keith!):

1- you can move the icons on the Droid by dragging and dropping from wherever to wherever (you can create shortcuts or icons for everything and as many as you like) and you can choose your background to give you the current weather (and that’s the one I selected)

2- the camera on the Droid has great quality pictures but even more interesting features like filters (solarize, sepia, black and white, green, red, blue and negative) that allowed me to take a pic of Baldwin like the “Hulk” that got tweeted, all kinds of light moods, four modes that include multishot and panorama – one of my favorites and will cover that on another post – the exposure, flash, video stabilization to reduce the amount of hand shaking while filming, widescreen, well, you get the idea.

Verizon Wireless store front

Verizon Wireless store front

3- the widgets!! These are applications that sit on your Android device’s home panels and display related information so you never have to open those apps, unless you want additional details. You can choose from stocks to weather, whatever suits your fancy. Not every app has a widget and widgets use a lot of processing power so choose wisely! A widget must-have is the Google Search for Android.

4- GPS, Maps, Locations, Points of Interest, Navigator deserve a post of their very own and how do I love thee!! I will show you the ways. 😉

5- adding apps to home page: press hold on the page select “shortcuts” and voila!

6- to add a location as point of interest or favorite select “places” and type or look for the address and then “Star it” on the upper right corner.

7- Droid uploads all of your social media (Twitter, Facebook and G+, of course) contacts automatically to your list. To manage them, choose the setting to do not show Twitter contacts, for example.

8- maps, places and navigation are all tied in together and that is so great

9- the droid uses the metric system!!!

10- Super fast speeds on the Verizon Wireless 4G LTE  I tested them at the store and then at home and got 27Mbps of download speed and 8Mbps of upload!! I was so taken by these speeds (higher than my Comcast connection at home of 20Mbps download and up to 4Mbps upload speed) that I jumped from joy and blew a kiss at my Verizon devices! Thank you Verizon, I am in awe of your network!

A few things I would change about the Droid Razr:

1- first of all, the battery life would get extended. This device keeps running all the apps you have open in the background and that needs lots of juice!

2- if it was up to me, the menus would always display on the same place of the device – every app has its own way of accessing menus and that is not user friendly – at least not this user.

3- I would add a function to touch the screen to wake up the device when it’s already on – e.g. on a call the Droid goes on to sleep mode and to hang up you have to wake it up somehow, I am always wary of actually turning the device off by having to press the on/off button

4- and I would design thicker top menus (they are very thin) so as not to touch and activate a different function (this happens to me quite often) as the screen is very sensitive to the touch.

Overall I really enjoyed the experience as you can see on the video in this post!

by Claudia “Havi” Goffan


Verizon Wireless Ambassador ProgramDisclosure: I am participating in the Verizon Wireless Ambassadors’ Program and have been provided with a wireless device and three months of service in exchange for my honest opinions about the product. All the opinions expressed and experiences shared on this post are personal and not Verizon’s or anybody else’s.

act, show, prove

act, show, prove


Spanish or English? How about Spanglish?

Reading multicultural and Hispanic marketing articles has become a daily routine. One article in particular called my attention and I am certain that – if you are browsing the Target Latino blog – it will capture your interest as well.

English? Spanish or Spanglish? Which one is more effective to connect with the U.S. Latino population? Aflac bilingual ad

English? Spanish or Spanglish? Which one is more effective to connect with the U.S. Latino population?

It seems that Canadian marketers face the same dilemma than U.S. marketers. What do you think? Spanish? English? or Spanglish? Which one is more effective to connect with the U.S. Latino population?

Does hinging on Hinglish make business sense?

A picture speaks a thousand words. Yes, we’ve heard that. Now consider it from a different angle: the thousand words shrink to a catchy one-liner and the resulting image becomes a kaleidoscope of diversity.

Case in point: Late one Friday evening, I amble around Square One shopping mall in Mississauga, scouting through the window displays for the latest design trends, when I almost walk right into a column. Whoa, didn’t see that one out there. Glad I saved my head from an ugly bump, but wait, what’s that on the column.

Kitne aadmi ko text karna hai?

The red letters stand out on a vibrant swath of ochre. A poster shows three South Asian youth with their mobile phones, one of them morphed into a latter-day urbane Gabbar, while Katrina Kaif is portrayed cameo-style on the handset. Rogers, one of Canada’s leading telecommunications companies, is offering 250 free text messages per month to India, Pakistan and Bangladesh. And that’s not all: if you text the code “Bollywood,” you even get the latest Bollywood ringtones, videos and games on your mobile. Cool, eh?

Gabbar-speak for Canucks? Well, not exactly, it’s a Rogers ad in Hinglish.

Hugely popular in India in advertising, films, text message lingo and part of everyday colloquialisms, this Hindi-English mix is gaining ground in Canada. Though still a relatively young entity in the arena of multicultural advertising, Hinglish ads in Canada seem like they’re at the beginning of a rich multicultural journey that may probably see many more in the future, in print, television and public spaces.

Toronto however is no stranger to diverse communities and languages. Not only is it touted as one of the most multicultural metropolises in the world but, by one recent calculation, the city of Toronto has been ranked second in the world in the area of entrepreneurial environment. Statistics Canada projects that by 2017, immigrants will account for 22.2 percent of the entire Canadian population and that one out of every five people could be a member of a visible minority, of which South Asians and Chinese are the top minority groups. Multicultural here is the mainstream. And so the Canadian marketplace is the perfect setting for multicultural marketing.

Best quote of the day - Albert Einstein

Best quote of the day – Albert Einstein

Hindi article by Evellyn Monga

The meaning of gestures: body language in Brazil

Body language in Brazil

Body language in Brazil

Let’s cover Brazil now as our next country and explore their gestures and body language in Brazil a bit.

Body language in Brazil

  • When conversing, good eye contact is important. To not do so is considered impolite.
  • In a marketplace, if a vendor holds his hand out, fingers extended and flips the thumb back and forth it merely means, ‘There isn’t any left; I don’t have any more.’
  • A good, warm handshake is the traditional greeting in Brazil. However, the Brazilians show affection easily.
  • People in Brazil will also shake hands when arriving and departing. There may also be a touching of the forearm or elbow, and often a pat on the back.
  • If you are conducting business, be certain to bring a plentiful supply of business cards because these are always exchanged. Also, during business meetings expect to be served (often) small cups of very strong coffee.
  • Since this is more of a touching society, people stand close together when conversing or when standing in lines.
  • To add emphasis to a statement, a Brazilian may snap the fingers while whipping the hand down own and out.
  • To express appreciation, a Brazilian may appear to pinch his earlobe between thumb and forefinger. For example, if you’ve enjoyed a meal this gesture may be used. Among Brazilians, to dramatize it even further, they will reach behind the head and grasp the opposite earlobe.
  • You may think they are blowing you a kiss, but when Brazilians bring their hand towards their mouths and kiss the tips of their fingers, then expand the fingers in an outward motion, it merely means that – probably the meal – was delicious.
  • Body language in Brazil figa

    Body language in Brazil “figa”

    When carrying any article along the streets-a pair of shoes, a bottle, a box of candy-it is customary to have it wrapped in a bag or some paper.

  • There are many common friendly gestures in Brazil. One is the thumbs up gesture, which is also popular in America. In Brazil it is meant to mean “good” or “positive.”
  • When two people are close to each other, they will show it by rubbing two index fingers together.
  • Making a hand movement that traces an imaginary horizontal line right above the line of their eyes means that person is fed up or does not have any more patience.
  • Sometimes nonverbal communication can be very different than what is expected in other countries. One example is the “O.K.” symbol one can make with their hands. It is regarded as just meaning “O.K.” in the American culture. In Brazil however, this is seen as a very obscene gesture. It is equivalent to giving the middle finger in America. This is seen as one of the rudest gestures you can make in Brazil and should always be avoided.
  • Another obscene hand gesture is called the “corna” which historically means “your wife is cheating on you.” It is popular in Brazil and is often used when disagreeing with a football referee and it looks just like the “rock on” american gesture.
  • One gesture that is also used is one to say “screw you.” It s consists of making a fist with one hand and slapping it on top of the other hand once or twice. It is used commonly around Brazilian friends but can be rude if used any other time.
  • Same as in Argentina, a close friendship or an incipient relationship is indicated by rubbing the two index fingers together.
  • A very unique body language in Brazil is the “figa”, represented by inserting the thumb between the middle and index finger. This gesture is supposed to keep away pain, suffering and envy and it is an amulet that protects against the “evil-eye.”
  • The “dar uma banana” or “give a banana” gesture in Brazil is an extremely offensive and rude gesture and it consists of bending the right arm at the elbow with the hand as a fist while making a chopping movement with the left arm towards the right elbow as in a forearm jerk. This gesture is also used on other countries of Latin America, in France and Italy with different names, of course. It is the equivalent of giving someone the finger.

If you are interested in what makes Brazilians tick especially regarding engagement on Social Media Campaigns, I suggest you read this brilliant example of an Advertising campaign and Social Media success story with flawless  execution and outstanding social media results: The campaign “One Thousand Casmurros,” made for the biggest TV network in Brazil, Rede Globo.

Other Meaning of Body Language Articles:

body language brazil

Body language in Brazil

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