Comments on crossculturalism: Multicultural audiences are different. (No, really...

Anonymous, I believe your statement: "but I t...

2010-10-06T19:47:19.892-07:00

Anonymous, I believe your statement: "but I think you can say the same of someone from the mid west and someone from New York even if both are white Americans" is completely in agreement with Ken's model.
As I understand the model (and Ken can correct me if I'm wrong), it is about finding those common denominators that are relevant to your specific category, and that are present in ALL your consumer groups (midwesterners, New Yorkers, Colombians, Argentineans, African Americans, etc). Then you build your message around those denominators.
In order to be able to find a common "sweet spot" (despite the groups' cultural differences), you need to posses a deep knowledge and understanding of each of your segments. And even though, you might not be able to find it. However, if you do find a common sweet spot, Eureka!!!! - that will mean brand voice and message consistency, HUGE efficiencies, and more importantly a much stronger brand!

I still believe that the culture element applies e...

2010-06-14T19:54:51.948-07:00

I still believe that the culture element applies even to Americans (non-Latino). In fact the one size fits all approach to mass market efforts is one of the elements killing effectiveness today. Content and advertising focused on northeastern nuances with an increasingly southwestern population. Still your Latino marketing points here certainly ring true.

Very true Anonymous, but what Mr Rapaille argues (...

2010-06-14T17:27:22.472-07:00

Very true Anonymous, but what Mr Rapaille argues (much more eloquently than I do) is that there is a "national" identity that unites your Midwesterner and New Yorker, despite the fact that geographic differences abound. They both come from generations of white Americans, with Puritan values (strong work ethic, independent, not very expressive, etc). These values are shared (with variations) by people across the country. It's an interesting idea...and once you read the book you start seeing it in everyday life.

Though I agree with your statement that we are all...

2010-06-14T13:34:39.432-07:00

Though I agree with your statement that we are all not the same, right below that you say the following:
"
Do folks really believe that a white guy from Kennebunkport, ME has a whole lot in common with an African American guy from Georgia or a Latino from Bakersfield? OK, they all breathe. And have a heartbeat. All three need to eat. And...well...that's about it. Everything else about them is different."

I think that there is some value in your argument but I think you can say the same of someone from the mid west and someone from New York even if both are white Americans? Their values sets, aspirations and views of the world and its products are very different. Aside from being Americans and like you said eating and having a heartbeat (OK there are some more shared attributes) but you get my drift. You could have the same claim.