The good and the evil of a comunidad

I just got back form a short trip to Chicago where I stayed with relatives. There is a huge close nit community in the South that I always find fascinating. Somehow people know each other very well.
I went shopping with one of my aunts for that evening’s meal. We visited 3 different stores where she was greeted by her first name. I was surprised when people asked me “aren’t you Teresa la de Alfonso’s daughter?” I was certainly taken back! How in the world could they possibly know who I was? I left Chicago when I was 5!
This is the type of situation that you expect when you visit a tiny “pueblito” (a small rural town) but in Chicago?
Seems that another cultural nuance that we receive from our parents and pass on to our kids is that desire to keep up with what family, extended family, old and new friends are doing. I now live in a primarily non-Hispanic neighborhood and although I know my immediate neighbors, I don’t know what they’re up to, where they are going on vacation, what is happening in their life by the minute or what their kids are studying in college. It’s not lack of interest in my part, it’s just a mutual understanding that we don’t explore further than what you voluntarily share.
In contrast, these ladies I found inside these grocery stores got more information about my family in 2 minutes than my neighbors will ever hear from me. Suddenly, I wished I lived in a community as this one, one that cares about its members, even the ones gone for years! One that does not need Facebook to know what is going on in someone’s life because they care to ask.
But after I was pumped for information, each of these ladies started sharing the latest community “chisme”: how “such and such daughter is no longer with her husband, or who has lost a job, or was having a heated argument in front of her home, or kicked her younger son out of the house” etc. Suddenly, the nostalgia wore off.
I choose to continue “unrecognized” in my Aliso Viejo community and keep my private life, well, private.
I rather be private, even if somehow I ended up been the community chat of the week in a South Chicago grocery store…..

Genuine Insights & Ms. Gina Rudan

Happy Tuesday fellow blog fans! This week I wanted to introduce you to a very inspirational individual, Ms. Gina Rudan, President and CEO of Genuine Insights (www.genuineinsights.com). Genuine Insights is a global personal asset management practice that provides services in three core areas: leadership development, personal asset management and personal branding advising. Their mission is to leverage the genius within every individual.


I had the pleasure in sitting in on one of Ms. Rudan’s lectures during a networking event I’d attended for one of the IPG Multicultural groups, SOMOS. She spoke about branding one’s self and the importance of taking a look at your brand especially in this industry. We all know that first impressions mean a lot and how you carry yourself and the way others perceive you who you are is important to our success. But Ms. Rudan speaks about how we are all brands and how we need to take more control of your brand.

To tell you a little about Ms. Rudan she is a high impact speaker, trainer and strategist with a passion to inspire genius. Gina recently left her corporate cocoon to blossom as an entrepreneur and as a result of moving from vision to venture was recently awarded the 2009 March of Dimes Woman Living to the Fullest Award. Gina has held executive positions at Fortune 500 companies including Avon Products Inc. and PR Newswire spearheading multicultural and international marketing efforts. She grew up in the South Bronx to a single mother. She shared with us a lot about herself and in those couple of hours we understood her and she had our undivided attention. She stressed how by sharing a little about you will help build those relationships in your network.

I feel networking is not only important for your personal career growth but I value the importance of helping others. Even if it’s just introducing one individual to another, that small action may help build a relationship of a lifetime. Now a day there is a lot of envy and jealousy in the work force and it’s really saddening because we should help one another succeed. After watching Ms. Rudan it was a breath of fresh air to see that not everyone in the industry is “cut throat”. She inspired me to maintain my friendly behavior but always to think about the brand that I am creating.

On Thursday evening we will be featuring Ms. Rudan and her “Practical Genius” lecture and motivational advice. I am also apart of another IPG Multicultural group, MERGE that will be conducting a networking event and she will be our keynote speaker. I am honored to have her here with us again. Women like Ms. Rudan are hard to come by in a professional environment, especially Latina women. She is not only an inspiration to me but too many as she continues to travel the country and spread her views on how we all have a practical genius within us.

2010 Census

Starting March 2010 most of the households in the U.S. will begin to receive Census Questionnaires. The U.S. Census survey is the largest and most accurate measurement of Hispanics statistically.

"The primary goal of the Census is to count everyone once, only once, and in the right place" according to Census. Verification is currently underway with a massive Army of about 140,000 volunteers, knocking on doors to ensure an accurate address list. The Census is also used to determine how government dinero is allocated.

Why do I have Census on the brain?

I came across an article recently about what race are Mi Gente, Latinos, Hispanics, Mexicans, Puerto Ricans, Colombians etc.

In the 2000 Census Bureau has stated that "Hispanics can be of any race, any ancestry, any country of origin.", and in 2010 Census will state our identity the same.

Does the Census have it right? Is Race based on geography of your "original" ancestry and pigment of your skin? or is it much deeper than that going into the layers colonization and culture?

Is Hispanic too general a term to describe the diversity of over 20 different Hispanic countries and cultures?

In fairness to the Census the data is so rich that they do ask questions in the Census Survey to divide by country of origin to measure size, characteristics, and location. Census also does a good job of trying to measures undocumented and illegal citizens.

I'm excited to see the numbers from the 2010 Census in 2012 after all the tabulating is complete because our community has grown and I want a more accurate view of the changes our community has undergone, not projections and predictions.

Mini-lize your life

So I receive a magazine-size envelope in the mail last week from the UK. I open it to reveal Mini International, the latest issue of the Mini Cooper car magazine. A magazine, that in this issue talks about the homeland and timeline of the Mini- from infancy to a grown international star. Ironically this car is famous for its small size, but it's the biggest sensation beyond the car industry.

It has just celebrated its 50th birthday and since day one this little work of genius has had its following. Initially it was built to solve Britain's energy crisis, but it hit the hearts of the famous trendsetters of the time that wanted to be seen in the car. People like the Beatles and Twiggy. And although it was an economical car, it was destined to go beyond pure mechanics- it became an icon. Each one is an individual and creativity is in the hands of the owner. The combinations of the car are really endless and Mini just keeps adding options.

What most people see and know are the physical body of the Mini- small, cute, different- but like everything it's the inside that counts: unique speedometer (almost as big as the steering wheel), amazingly roomy for the passengers, a variety of colors and designs on the interior, and loads more. Oh yea and great on gas… around 35 miles to the gallon on the highway (Mini Cooper). Maybe that's why it's the apple of many people's eyes?

Something else... they're bloody everywhere!! (Yea I said bloody)
And yes they're ruling the streets, but they're also ruling cyberspace, and now a bit of print. Did you know that there's a Mini Space, a social networking site devoted to and run by Mini? This is besides them being on all other social networking sites. They have one very creative site. It allows for artists (most of them owning Minis) around the world to show their creative work that's doesn't necessarily have to do with Mini and basically do what you do on all the other networking sites: network.

I have to give it up to those Mini creatives though; they get pretty crafty in an industry that tends to use a rule book when advertising their vehicles. However, Mini doesn't need to advertise as much as other cars because the Mini is in aclass all its own. Just think of the last time you saw a commercial or heard a radio spot by Mini? Hmm... nope, I can't think of one either. Pretty awesome how for Mini less is more, but in what they do do, they never lose their flare. If only just visit its site and you will get a sense of how they work (www.mini.com). Besides their awesome customer service (they're owned by BMW), they keep a rather cheerful humor and give unique perks. For instance, when you purchase your Mini, shortly after you receive a Mini Adventure Field Kit, in which I can't tell you much because its top secret, but I will tell you that the contents are "essential motoring nonessentials." That is the official title on the package. Quite fun.


Liz C
'07 Cooper

MY VERY AMERICAN GIRL?

I thought I had escaped. 

I thought it wouldn't happen in my family.

 Last weekend, when I heard the half question-half plea coming from Maia, my 7 year old daughter, I realized I was wrong. 

-"Can we go to American Girl Place?"

-"I thought you didn't like American Girl dolls", I said.

-"I do now. And I have money saved"

 Andrea my wife, (who in her own words "would have gone crazy happy if there were American Girl doll stores when I was growing up"), was as excited as Maia.

 Me? I have mocked, made fun of and critizised American Girl mercilessly.  In more than one occasion I've said "This is the most American thing I've ever seen" (after the compulsive use of acronyms of course).

 

 I realize that I used "American" --unfairly but spontaneously-- as a bad thing. I didn't mean to.

Obviously I don't think being American is bad. What I labeled as "American" is the whole business idea of American Girl.  

Any girl in America-- as long as she has $110 to spend on a doll-- can  buy a doll that looks like her, at least in a general ethnic sense. Then she can step into the doll salon and have her doll's hair made up just like hers (extra charge, of course).

Then there's the matching outfits; The same models that are available for the dolls are available for girls, obviously in various sizes from four to twelve. 

Once the doll and the girl look like twins, they can go have lunch at the café, where the dolls can sit comfortably in their very own high  chair. And it's not pretend food, it's the real thing (at least, and thank God, only for the living girls).

And there are also beds for the dolls (only $118) books, movies, hairbrushes and accessories so you can keep your doll fresh and beautiful at home.

 Can you imagine this business starting in any other country but the United States? I can't. And not only because of the name, Just try to imagine "Niña Mexicana" or "Fille Francaise", o "Bambina Italiana".

 

We get to American Girl.  Maia choses a doll that kind of looks like her. No need for hair salon; their hair was already very similar. No café; luckily we got there late for the lunch seating and we were kind of too hungry to have just tea (served very fancy with scones and all).

 

"Let's go to the clothes section".

 Doll has a purple long sleeve t-shirt and green skirt. 

Maia gets the matching t-shirt and skirt in her size.  

I just sigh.

 She goes into the fitting room with my wife. After a couple of minutes they come out. 

 

Maia looks like the doll. The doll looks like Maia.

Inspite of myself, I smile. It's so cute. 

My wife smiles.

Maia smiles. 

The doll seems to smile. 

I smile. 

Everybody around us smiles.

 "Hey, let me take a picture!"

 Ok, that's it. Let's go.

 

"She needs a pijama"

I know that "she needs a pijama" means "and I have to get the same one"

 

She likes a night gown that she sees on Josefina, an Hispanic looking doll from their "historical" line that supposedly lives in the 1850's. 

She get the little nightgown for her new doll (one size fits all).

She gets the same nightgown (size 7)

 Now we can leave.

We get home.  It's not that late but Maia is anxious to go to bed. Her doll is already wearing the nightgown. She changes into the matching nightgown.

"Good night"

"Wait! One more photograph"

Click. Good night.

 Couple of hours later we check on her. 

Maia has her eyes closed. The doll has her eyes closed. Maia is smiling. The doll is smiling.

I'm smiling.

When you think about it,  American Girl works because we parents don't care what our girls are. we don't really care if they are American, Mexican, British, Nigerian... 

They can be anything... as long as they're happy.

 

 

 

It's A Dog's Life

Advertising was not my first career choice. I was born and raised in Wichita, Kansas (not the hotbed of Advertising) and spent my first three years chasing after a plastic rabbit on a 5/16 mile course. I have to say, as a racing Greyhound, I had quite a successful career, winning 16 of 125 races, with 25 2nd place and 13 3rd place finishes…not bad, being in the money in more than 40% of my starts…but, I digress....

Retirement from the track meant entering into the service industry in another form. You might know that Greyhounds, being one of the oldest breed of dogs, have a universal blood type. Our blood can be used to save the lives of all breeds of dogs and as such, many of us find ourselves “donating for a living” so to speak. A noble cause, but not the life of excitement I was used to….

What does all this have to do with advertising???????? Well, following my three-year stint as a blood donor, I was adopted by my ‘forever owner’ who just happens to work at Casanova Pendrill!

Ever being the Greyhound who likes to try new things, I was excited about the opportunity to try my hand at a new discipline. While I had never written a media plan, sold in a creative idea or entertained a client, I felt my previous competitive experience combined with my years in public service should stand me in good stead.

So, three months ago, I accompanied Mom to the office to start my new career!

And what a three months it’s been! I’ve met so many great people (and yes, a few with A type personalities) who have a lot of energy (not as much as a Greyhound) and a passion for what they call “the Big Idea”. I’ve learned all about computers, copy machines, conference rooms and even the mysterious “black box” that voices come out of. I’ve also met other “advertising dogs” like Dama and Lola. I’m still trying to figure out the kitchen (slick floors) and how to leverage my best “I need love look” for maximum attention! And I'm looking forward to participating in my first IDEA BREEDING session!

I was thrilled when I was asked to blog for The Boarder. I think I can bring a distinct perspective to my responsibilities here and hope that all of the other advertising dogs will share their experiences as well!

Well, that’s all for this time…look forward to chatting again next week!

Right now, I’m off to a rep lunch......

George Jetson
Ex Racer, Retired Life Saver, Advertising Generalist

Advice taken.

It's around 12 am Friday, July 31st and I am in the longest line @ LAX waiting for my baggage check. Along with my travel friend, I am far too stoked to be heading to our vacation in Mexico to let long lines get to me. As we start chatting too loudly a man near to us asks us where we're headed that we seemed so happy. He wishes he were in our shoes (instead of going on a business trip) and begins to give us his "best advice": don't get married so soon!
Ok, it was more like, "enjoy your youth." He said to seek out life's pleasures and explore cultures, meet and listen to people, but surround yourselves mostly with those that bring a positive energy so you can bounce off each other and generate a larger aura of positive energy that enriches life. But most importantly, he shocked us by saying, "NEVER stop smiling." He told us just as we were already doing so, that that creates light in a dark room.

Good stuff.

Let’s just say the long line didn’t seem so long after chatting with him and before we knew it we were in the lobby waiting room. Our adventure had already begun.

Sahuayo, Michoacán was the first destination and one of the most interesting ones. Having never been there I had made an idea in my head of what to expect. And yes some of these ideas ARE stereotypical- let’s admit we all have some. I figured that although I am Mexican, it is a different level of Mexican-ism and I was going to feel out of place. You know... a different style of the Spanish language (I use a horrible mix of Spanglish), dirtier houses (dirt roads= dirtier living areas, right), and harder access to amenities that in our lives are essential: the wonderful world wide web!

Sure, this would be a different type of vacation, but with better food.

Ok, so it turns out that YES they DO speak better Spanish, their houses CAN be tidied up a bit more, and there could be one or two MORE internet cafes. The thing is that everything I just said can be anywhere else. That's not what makes the city what it is. My mind was widened the day I arrived on the warm land, colorful and genuine. But of course what stole my heart was its amazing food! Man can they cook.

The richness of the city comes from the culture and the people that keep it alive. I was showered with hospitality, stories of myths and legends and ancestors that can be traced to decades ago, and most importantly a different pace of daily life. They took the time to eat (and man do they eat), enjoy conversations, and take pride in their work- in which they refreshed midday for two hours (I was jealous).

I left Sahuayo with a new perspective on daily life. And although I cannot take those two hours for break every day, the stress of daily work- whether it is at a job or running errands, I found can be minimized and transformed into an enriched life.

But man was that food good! (Final comment)

Lizzette Cisneros, Assistant Media Planner