The second critical factor when attempting to engage a multicultural audience is language. Seems obvious, doesn't it? But wait, here's the secret.MULTICULTURAL MARKETING SECRET #2: DON'T SPEAK TO THEM IN THEIR LANGUAGE. SPEAK TO THEM IN THE RIGHT LANGUAGE.Before you

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Right. This posting picks up where the "...Stoopid" posting left off. So how do you talk to the multicultural market without pissing anyone off? Here it is. For free. No holds barred. Nothing hidden. Nothing held back. A drum roll

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A short Eid wish from us. Click on "Eid Mubarak" (above) to view the greeting.Because it is better to have an idea than to curse the multicultural market with more darkness.

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A short Diwali wish from us, Click on Shubh Labh (above) to view the greeting.Because it is better to have an idea than to curse the multicultural market with more darkness.

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You don't have to speak to us slowly. Or loudly. We're not dumb. Or deaf.Yet, for some reason, majority culture marketers often assume that visible minorities are, gosh darn it, stoopid.Now these aren't bad people. They even mean well. They

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For the last 21 years I have been privy to the tone-und-style diktats of some the largest brands in the known universe. These brand guidelines or style guidelines or brand documents, as they have been variously and unimaginatively called, were

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A recent Marketing Magazine issue interviewed research maven Kaan Yigit on how the increase in our multicultural population will affect banks and their marketing. “The growth of major ethnic cultural groups has been quite rapid in the past 10 years

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Received some feedback that my posting titled "Where do we come from" required some clarification.It's all very well having multiculturalism in your DNA when you were born into a fragmented 300 language market.But how does it actually work?How do you

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What on earth is a Bheja Bazaar?Bheja is the Hindi word for brains.Bazaar is the Hindi word for market.So, Bheja Bazaar, my multicultural amigos, is a market for brains.Or to look at it another way, it's brains, for market.Grey sells.

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Just recently, I was confronted with two questions "Where do you come from?" And "Where are you headquartered?" Barrett and Welsh is headquartered in Toronto, Canada. We have roving branch offices in dim sum restaurants, bubble tea parlours, kabab houses,

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