Webcast: Building Brand Loyalty with Today’s 21st Century Audience – Leveraging the Power of Language

The second installment of the ARF Cultural Effectiveness Council’s webcast series on Building Brand Loyalty with Today’s 21st Century Audience focused on an approach identified by the Council for building relationships with the emerging 21st Century audience – leveraging the Power of Language.

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The goal of this second Webcast was to help marketers identify different ways language can be used to build connections with diverse audiences. Language is often thought of in very binary, pragmatic times and unfortunately can be treated as an afterthought, via translation services versus original creative crafted with unique communications for targeted groups. Drawing on research conducted by the Council and some of its individual members, this Webcast reviewed trends in the linguistic composition of US audiences and present data on responsiveness to ads that approach language in one of the following ways:

• Original communications in a language other than English that leverages unique insights
• Language in cultural-context & the art of code-switching for niche audiences who are English 1st
• The rise of tech talk and the use of emojis and other digital forms of communication

Given that US consumer marketplace are increasingly diverse and fluid, companies are looking for strategies to tap the marketplace in ways that help them stand out – this Council believes language is one way to do just that.

Presented by:
Kristin Tolbert – Senior Planner, BBDO
Frances Rubio – Assoc. Director Multicultural Marketing Analytics, GroupM
Diana Rasbot – Director, Univision