MERCADEO Versión en español
Fred Diaz of Chrysler: Hispanics drive U.S. growth
28 de octubre de 2012
Díaz: Generalizar no es la vía correcta para comunicarse con los latinos
Fred Diaz, president and CEO of the Ram Truck Brand, Chrysler Group and president and CEO of Chrysler Mexico, addressed the opening of the 14th Annual ANA Multicultural Marketing and Diversity Conference at the Hotel Fontainebleau in Miami Beach.During his presentation, Diaz noted the importance of multicultural marketing and diversity for any company.Firms have to stop just tolerating diversity and begin to accept it, the executive said, adding that every division of his company is multicultural, which has to make it obvious how much Hispanics are driving U.S. economic growth.Diaz said that the cultural connection is a powerful way to contact consumers. The executive added that the Ram Truck brand image reflects users attitude, job ethnicity, integrity and passion for what they do.The Spanish-language campaign A todo con todo (Give everything all youve got), makes the brand an integral part of the daily life of Hispanics who use the work truck for their family businesses. The Colombian singer Juanes also contributes to the brand image in commercials produced in both English and Spanish. Generalizing is definitely not the right way to communicate with Latinos, Diaz said.
