WHAT SPARKS OUR INTEREST

Dunkin' Donuts definitely isn't our client but it doesn't mean we didn't have fun with a re-imagined rebranding!

As the song says… “Warm winds blowing. Heating blue sky. And a road that goes forever.” That’s what most people think of when they envision rural west Texas. True. The roads are long and the sky goes on forever, but there is so much more to this part of the world than meets the eye.

There are more than 1,400 miles between the CultureSpan Marketing headquarters in El Paso, Texas and rural Georgia. But in my mind, we might as well be vecinos. Heck, maybe even kindred spirits.

Fusion, the new network conceived by a union of ABC and Univision, is described as a meeting place for English-speaking Latinos bringing together different cultures, different voices and different viewpoints. For our team at CultureSpan, Fusion represents much more than a new Latino/Hispanic media opportunity. It validates something that we’ve been working on for over 33 years - culturally integrated media for mainstream viewing. No borders, no token stereotypes.

This may be our last installment in the Dueling Headlines series, but it is certainly not the final word in the bank vs. credit union battle. This next article shows how a headline for a National Credit Union Administration (NCUA) brings “perceived” finality to the issue.

Demographic analysis of the U.S. Hispanic population keeps producing numbers that are staggering and should not be underappreciated. With so much research continuing to confirm the growth, sustainability and economic clout of the U.S. Hispanic consumer, it is imperative that businesses, brands and the agencies that represent them embrace the facts and join the fiesta.

Our most recent entry in the Dueling Headlines series showed that credit unions were improving market share as the result of a national “Bank Switching Day” campaign. While the shift was not monumental, credit unions were quick to seize the data and make the most of it in headlines. Interestingly, the following article seems to refute the claim and brings a new dimension into the mix – an admission that the social media campaign actually gained traction online but failed to initiate the switch on a large scale.

Parts I and II of our Dueling Headlines series focused on how banks and credit unions use research to prove their customer service supremacy. The third post examines “bank switching” and how each institution is using competing headlines to sway consumer perceptions.