Consumers are not numbers. Consumers are people.
As solution-seekers, our strategic approach mines data for insights while our cultural pertinence takes care of providing enhanced emotional connectivity with the consumer.
Research and data can provide invaluably effective knowledge. Through the practice of Being the Culture and Being the Market we then find behavioral connections that arise from affective knowledge ― what we call cultural codes.
Whether through social listening tools, learning through programmatic buying or proprietary studies designed for our clients, our models utilize both effective and affective knowledge to build the right strategic foundation, from the ground up. This is invaluable for an enhanced dialogue with consumers and a connection between brand and consumer can be amplified for maximized results.
“To understand the consumer, it helps to be the consumer. To share the same cultural codes.”
– Daisy Expósito-Ulla
Community before Market
We belong to, and are longstanding champions of, the Hispanic community ―not just with the Hispanic Market and its compelling statistics. We find it important to have this distinction in mind in order to frame our marketing strategies correctly and to obtain best results from our efforts. What’s more, we have leveraged our expertise for pro-bono, cause-related campaigns that have helped make a difference in our community. In exchange, we have gained a deeper level of understanding and invaluable insight, which we apply to help our clients become community champions, as well.
Being culturally attuned to the community and to the market it generates, allows us to understand ―and elevate― the consumer on a human level beyond the conventional confines of data and research.
The d´way favors a humanistic vision of our consumer. We try hard to see the consumer through the consumer’s eyes.
Moved to give
Empathy is key to how we see our place in the world and in our community. There’s nothing virtuous in what should come naturally. Organically, we think being too selfish is, well, too selfish and we’re moved to act and to give.
A certain generosity of commitment makes what we do a bit more meaningful. You feel good when you don’t stand idly in the face of human pain, social marginalization, ecological plunder or human rights violations. This is the heart of d´―this is at the core of who we are as a team of people.
Looking for those cultural codes
It’s an exciting, even if complex, process and our mission is to serve as a GPS that will help clients harness the potential of the market with a greater ease and with a more effective ― and affective ― depth by understanding our target’s cultural codes.
Markets are constantly moving fast and we’re constantly going after any sign of a core sentiment that may exist behind a change in consumers’ behavior. If it’s great to find an abundance of riches and successes between brand and consumer, clients can also expect us to quickly zoom in on any question that may come between brand and consumer.
Reading the heartbeats of success
How can we, together, brand and agency, win these consumers persuasively and honestly? It starts with respect for the consumer. Respect grants both brand and agency the ability to know the consumer first-hand. More importantly, by breaking down all possible boundaries between brand and consumer, we’re allowed to constantly see the consumer afresh.
We work together with our clients, as brand-builders and brand-keepers. We understand our mission of paying attention even to what may appear to be an insignificant nuance. As stewards of a brand we pay attention to a whole context of fragile, intangible and easily lost or not easily revealed behavioral signals that require proper cultural decoding. Just like a camera ―even the most sophisticated one― can’t capture an aroma or a scent, a research tool or a focus group, no matter how effective, can’t yield some aspects that can only come from lived experience ―and affective knowledge. While Marketing has many written rules, the d´mission is to look beyond those rules and find what’s culturally unwritten.
These important-to-decode heartbeats is where the promise of meaningful engagement awaits the brand that does it right.
Let’s work together. Together, we can seize great opportunities right now and pioneer the future!
