Monday, May 14

My Mexico Experience

I spent the latter part of last week and the entire weekend visiting Mexico City and experiencing their culture, business protocol, and way of life.  It was my first time in the country, and I loved every aspect of it.  And like every time I go someplace new, I learn a few new things or get some obvious things reinforced. 

First of all, marketing is marketing, all around the world.  Regardless of the brand or the industry or the culture, the fundamentals of marketing remain the same. Particularly the need to truly understand the consumer. Whether they speak Spanish or not.

It's also a very small world.  When it comes to the brands that define our way of life, many of them are the same from country to country, although the emphasis they have in our lives may vary from culture to culture.   What Starbucks or Coca-Cola or Walmart means to the Mexican consumer may be different than that of an American, but these are still big powerful brands with an honored place in our lives. Although admittedly the competitive set varies dramatically.

Every brand is ultimately built on its heritage and clearly also on its future. Mexico is a "brand" unto itself, and a quite remarkable one at that ... it has a spirit and an identity like no other. The place is one of a kind, just as any brand should be.  With a rich future based on its people. 

In fact the Mexican culture IS the people.  What really makes the Mexico country, culture, and "brand" unique is its amazing people. Such a warm and inviting culture with customer service and doing good for others right at the center. I fell in love with the people. 

What an experience!  From the top of the Pyramids to the Castillo near Polanco to the Saturday Bizarre to a meeting at the biggest brand in the country, I lived the brands of Mexico and I am here to write about it!

Have you been to Mexico?  What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect series 
Professor, NYU

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