Articles by Jorge Aguilar:

Economy Spells Opportunity to Evaluate Brand Portfolio
By Jorge Aguilar and Larry Lucas

Companies that are successful over the long term are those that use this economic turbulence to rethink and optimize their businesses and portfolios in preparation for the recovery that’s sure to come. (Brandchannel, April 27, 2009)

Goya is Big, But Not Great (Yet) [PDF]
By Jorge Aguilar and Larry Lucas

When you think about prepared Hispanic foods, Goya is the brand that most likely comes to mind. Many brands are at a similar impasse, investing significant resources in the quest to become authentic Hispanic brands. But they end up stuck in the middle, unable to connect with this demographic group and undifferentiated against competition. Why? (Brandchannel, February 16, 2009)

Offsetting the Risks of Innovation [PDF]
By Jorge Aguilar and Kevin O'Donnell

Classic financial theory has it that all else being equal, the greater the risk, the greater the return. And when it comes to innovation, those businesses that are the most successful embrace that notion.

How to Win the Hearts and Minds of Hispanic Customers [PDF]
By Andrew Pierce and Jorge Aguilar

With the Hispanic population in the US expected to surpass white non-Hispanic inhabitants by 2030, marketers are scrambling for ways to tap into growing spending power while generating loyalty to their brands. Strong, enduring brand loyalty can be built among Hispanics, but not by using tactics that work for white, Middle America. (MarketingProfs, June 17, 2008)