Sounding Off: Eric Wedemeyer: “Separated at Birth: Why Branding and Content Marketing Are (Kind of) the Same Thing”

Eric Wedemeyer – CEO – Tactus Associates Inc. Brands are the starting point for all marketing and communications. The strategic lodestone. The most fundamental expression of your company’s mission and purpose. Content marketing is a tactic – a system of focused, specific, flexible and customer-oriented communications with an eye on the bottom line. What two […]

Sounding Off: Melissa Ann Andrews “Marketing to Female Shoppers – More Than a Niche Market”

Melissa Ann Andrews has a Bachelor of Arts in Political Science, Bachelor of Science in Elementary Education, a Master of Arts in Organizational Training and Development, coaching, six sigma and online instructional certificates. Isn’t it interesting that some studies show that women buy or influence 80% of all consumer good purchases? The same studies show […]

Sounding Off: David Johnson: “When Marketing To Hispanics, It Is About Culture”

The cultural mosaic of the United States has never been more intricate. Varied cultural groups – many in their second and third generation – continuously blending together, maintaining and discarding various aspects of their own heritage while adopting, adapting and integrating different aspects of the new one that surrounds them. U.S. Hispanics are no exception. […]

Sounding Off: Inge Van Eetveldt: “Avoiding Marketing Metrics Tunnel Vision”

Marketing companies and especially digital marketing companies are focussed on cultivating a data-driven culture. Because digital media is famous for being the most measurable channel available to brands and marketers today, it’s not surprising that agencies have become well, a little obsessed with metrics. When it comes to email marketing open and click through rates […]

Sounding Off: Common Mistakes when Recruiting Latino Franchisees

Many large retailers are expanding into the Hispanic market through franchise agreements (see for example Pizza Patron, Del Taco, Papa John's and Denny's). A crucial factor to the success of their business is that they work with Hispanic franchisees. In today's Sounding Off column, Jose Torres, Principal Partner and Founder of, writes about the opportunities and challenges in recruiting Latino franchisees.


FIFA Adds Women’s Soccer Strategy

FIFA Adds Women’s Soccer Strategy

For FIFA, increased participation will mean increased interest in the women's game, leading to more marketing opportunities for brands as well.

4 Essential Takeaways From Portada New York’s Conference

4 Essential Takeaways From Portada New York’s Conference

#PortadaNY was a great opportunity for attendees to discuss passion-point marketing's most imminent issues. Karina Masolova, Contributor at Large for Portada, has put together the following recap of essential takeaways from yesterday's panels.

#PortadaNY Soccer Marketing Key Takeaways from Allstate, Comcast, NYCFC and Scouts Sports and Entertainment

#PortadaNY Soccer Marketing Key Takeaways from Allstate, Comcast, NYCFC and Scouts Sports and Entertainment

Portada New York included two sports marketing panels, featuring Portada board member and Allstate Director of Sports Marketing Daniel Keats, Comcast’s Hispanic Marketing Director Alejandro Solorio, Portada board member and EVP, Managing Partner, Scout Sports and Entertainment Michael Neuman, and Jon Patricof, president of the New York City Football Club.