As organizations seek to find new ways to capture sustainable business growth, the estimated $1.2 trillion dollars of Hispanic consumer purchasing power in 2012 represents a time-sensitive opportunity for America’s corporations to earn this powerful relationship.    Creating and sustaining momentum with this rapidly growing consumer segment is key, yet risky if not executed properly.   In fact, many brands have tried to market to Hispanics, yet have failed miserably losing millions of dollars along the way.  These unsuccessful attempts have proven that Hispanic consumers are looking for brands to create greater cultural affinity and to listen to their needs more carefully.    As a group of participants shared with me at a Hispanic Consumer Roundtable event my company recently hosted, “If you take the time to know me you will not need to sell me.”

Read the entire article by Glenn Llopis at Forbes.

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