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The Power of Communications: Once Upon a Time, a Brand Became a Story

 Even though U.S. Hispanics are known to be loyal to brands from generation to generation, Millennials and younger crowds are starting to see things differently, it is no longer enough to rely on brand loyalty through generations when targeting Latinos. In my guest column, The Power of Communications: Once Upon a Time, a Brand Became a Story, published in PRSA Tactics'  June issue,  I write about the journey of storytelling and brand communications with a multicultural twist that will provide the cultural intelligence needed to speak to a diverse audience. The products and services that speak to Latinos' cultural background and heritage still have the upper hand but today we have more options and while we are still smart, savvy, and price conscious we also look at brand loyalty and trust very differently than 20 years ago. Here is where the craftsmanship of compelling and engaging stories that reflect uniqueness and appeal to the Hispanic culture and personality plays a very important role.  

Comunicad has been leading the conversation on Hispanic PR for more than 25 years.

By Gloria Rodríguez, President & CEO, Comunicad, LLC