The 2020 Elections ended the era in which you could afford to leave the Latinx market on the table.

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Photo by Jennifer Griffin on Unsplash

Biden´s campaign strategy seems to have been designed under one core principle: it is easier to regain former Democratic voters than to court first-time voters or to flip soft Republican voters. This meant that Democrats laser-focused on the ‘Rust Belt’ to regain the -white- voters that Trump won to Hillary in 2016.

This strategy's main risk was to neglect the US Hispanic community, with 32 million eligible voters, the most significant minority group voting in 2020. For the first time in history, Latinos exceeded the number of black voters, a pattern that will probably keep repeating itself in future elections.

It also meant risking battleground states with large Latino populations, like Florida, Texas, Arizona, and even Pennsylvania, and leaving the 3.6 …


Mr. Trump´s campaign storytelling strategy could be missing a critical demographic shift.

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Credit: Gage Skidmore

Throughout the social protests against racial discrimination and police brutality in America, President Trump has claimed to have the support of the “Silent Majority.” The “Silent Majority” confrontational strategy has been successfully used in the past by him, and by other candidates, in contexts of high polarization or civil unrest. But this time, the communication strategy might be missing a critical shift in the U.S. demographic.

The ‘Silent Majority” is one of Trump’s storytelling pillars

Trump’s narrative strategy — which he has proved to be a master in — energizes his political base and is increasingly revolving around the “Silent Majority.” …


Craft your own rituals to accelerate the change you dream of

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ONCE THERE WERE TWO MONKS WHO were traveling through the countryside during the rainy season. Rounding a bend in the path, they found a muddy stream blocking their way. Beside it stood a lovely woman dressed in flowing robes. ‘Here’, said one of the monks to the women. ‘Let me carry you across the water’. And he picked her up and carried her across. After setting her down on the far bank, he walked in silence with his fellow monk to the abbey on the hill. Later that evening the other monk suddenly, ‘I think you made an error when you picked up that woman on our journey today. You know we are not supposed to have anything to do with women, and you held one close to you! You should not have done that.’ ‘How strange’, remarked the other. ‘I carried her only across the water. …


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Digital Booklet published by Steller

Short Story and Photo Essay Featured by @StellerStories


The new Contagious Index helps but contagiousness should not be the top priority when crafting your ad campaign

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Picture by PhotographyMontreal

By Antonio Nunez*

THE SOCIAL MEDIA advertising industry has been built on the idea of Contagiousness. Social Media’s promised paradise was that of effortlessly making fans promote branded content until it went viral through word of mouth –ideally, on a global scale and for a very reasonable price. More than a decade later, has this promise been fulfilled? Is Contagiousness still the marketing god to worship?

How Contagiousness became contagious

After the demise of interruptive marketing, marketers collectively embraced Google’s advertising model where commercial messages target people already interested in a subject via search query, solving their needs trough content with the less friction possible. Marketing’s main functions became managing a brand’s PPC budget, SEO and SEM while constantly optimizing its digital properties. …


Finding a personal story can be more relevant for your research than an insight

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By Antonio Nunez*

Finding a meaningful personal story during qualitative research is like hitting the jackpot. Stories can be as crucial as insights because they are emotional, educational, and easy to remember and cascade in large organizations. The problem is that asking people for personal stories can be very challenging and, at times, can even backfire.

While conducting qualitative research for a client, I once ended up in a very underprivileged suburb in the middle of…, well, let´s call it Storyville. …


Storytelling genres provide brand consistency while allowing YouTube creators’ spontaneity

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“What´s happened to the man I married? (Tyne and Wear Archive and Museum)

By Antonio Nunez*

YouTube influencers campaigns provide authenticity, intimacy, and trustworthiness that traditional brand-driven or celebrity-driven storytelling strategies can´t.

Since its origins, the platform’s micro-narratives have copied traditional storytelling genres (like the TV interview), reconfigured others (like the written diary versus the diary video blog) and created new native categories from scratch.

It’s clear that YouTube native genres will help your brand create storytelling content that already enjoys a solid number of fans and even a certain audience seasonality that can reinforce your marketing plan. The question for marketers, however, is how to get that seemingly real connection with a regular joe that influencers provide, while still enjoying the control over the message and consistency that traditional brand-driven advertising used to offer. …


Telling your brand story in a smartphone

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Image by Florida Memory

By Antonio Nunez*

People are rapidly shifting their online time to their phones. In the US, the increase in mobile’ share of online sessions has increased by 20 percent last year. Therefore “Mobile first” is the hottest mantra for marketers nowadays.

Some marketers say that trying to tell your brand story on a smartphone is mission impossible. But ignoring storytelling is ignoring human nature.

The Master-story (or overarching franchise story) and the Micro-stories (episodes that are relevant in vital micro-moments or contexts along the mobile customer’s journey) can help marketers rethink their mobile storytelling strategy.

NO DEVICE FOR OLD STORYTELLING

No room for flashy messaging or design in tiny screens. No patience for distractions from the purpose of the search. No time to elongate a micro-moment. Some marketers think that storytelling on phones is a bad idea that can scare away potential customers. Phone users just want no-frills information, instantly, they say. …


New positive male role models are emerging
in pop culture

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George Clooney in the Esquire nº 1000 magazine. Picture by Sam Jones, 2004.

By Antonio Nunez*

A NEW KIND OF masculinity is emerging in America and new male archetypes are already consolidating themselves in some US subcultures. Those brave enough to celebrate this upcoming idea of ¨maleness¨, will not only collect the symbolic profits of harnessing a big cultural trend but will also make a positive impact in a society that is in dire need of healthier masculine role models.

The recent -and bitter- Twitter polemic around the hashtag #MasculinitySoFragile illustrated the lack of general consensus around what masculinity should look like. …


The more intrusive and harassing advertising becomes, the more people turn to ad blocking

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“Reef Gold Miners” picture by The State Library of New South Wales

By Antonio Nunez*

AD BLOCKING SERVICES ARE booming because we, marketing people, are failing to create relevant and likable digital advertising. The more intrusive and harassing our advertising becomes, the more people turn to ad blocking.

The ad blocking trend will accelerate even faster thanks to Apple which, for the first time, enabled ad-blocking apps in its new mobile operative system, the IOS 9.

According to Adobe and PageFair ad blocking will cost approximately 22 billion in publisher revenues this year. More than 200 million people worldwide are using ad-blocking software. In the US alone, 45 million people block ads with regularity and these numbers are growing fast, up 41% globally from last year. …

About

Antonio Nunez

Author, brand strategy consultant, and Storytelling teacher at Domestika.com. More at antonionunez.com

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