DBA Latino or non-Latino

Saturday, March 26, 2011

A few discussions over the past couple of weeks centered around whether it’s smart to do business as a “Latino” or not as a Latino.

For instance, if you’re in the general market does it make sense to tout you’re Latino-ness?  I’ve met some prominent entrepreneurs who you wouldn’t think were Hispanic because they never talk about it.

However, if you are in the Hispanic market then it may be useful if you specify that you are Latino.

There are extremes to this as well.  How about the case for authoring a book? Do you keep your cultural identity as a moniker or adopt a non-Latino pen name?  Some authors want to sell books and be a successful author, not a successful “Latina author” per se.

It’s interesting how some individuals approach the problem, as well as their thoughts (or no thoughts) on the cultural ramifications.

Do you know any examples of the above?

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  • Javier von Westphalen

    Luis, great question. This something to ponder about before making any business decision. In a world of “Brand
    Me” brand identity defenition and relevancy is key at both personal and business levels. What ever dba direction is taken “Brand Me” has to be authentic and unique.

  • http://twitter.com/gonzalezloumiet E Gonzalez Loumiet

    Latino all the way and proud of it.

  • http://profiles.yahoo.com/u/L3NGVLBS2N2T4KLY5T5XPIE2ZU Peta-de-Aztlan

    This gets tricky here. I consider myself a Chicano de Aztlan but can identify with things Latino in the interests of unity. However, I am first and foremost a humane being. It is a matter of simply being sincere ~which is more simple than tried to manipulate a public image.

    If you are into creative pursuits for the money you will follow your capitalist bent. If you want to be honest and humane you simply express your truth to be rejected or not. The ideal here is to be true to yourself! @Peta_de_Aztlan on Twitter
    On Being A Chicano de Aztlán via @Peta_de_Aztlan: http://wp.me/prH9G-36

  • Pingback: DBA Latino or non-Latino – Hispanic PR Blog

  • http://twitter.com/MiltonHCamilo Milton H. Camilo

    I think that in the world and society we live in which caters and prefers the Caucasion Presbyterian last names which bring in more profits we can NOT sell out and create fake last names for ourselves ,we owe to the current youth and future Latino youth to be proud of who we are while displaying intelligence, creativity and sophistication.
    The more we push through and break those barriers the better the future will be for Latino’s because you have to remember it is not always about us currently but it is about the future and creating that future means keeping your Latinesque surname.

    Also if we conform to the caucasion-presbyterian culture we are only ensuring that the future Latino’s do the same and we can not afford for that to occur.
    Follow http://youngeha.blogspot.com/

  • http://www.modernmami.com modernmami

    Interesting question. This is something that came up during our session at BlogHer 2010 last year…whether or not it’s best to “disclose” that you’re Latina on your blog. I myself did not announce that I was Latina when I started blogging. Those that knew “mami” was in Spanish, picked up on it, otherwise people didn’t know. Interestingly, when I did announce on my about page that I was Latina, I began to see an increase in interest from brands/PR agencies.

  • Anonymous

    Thanks for sharing Melanie. There’s a few bloggers out there who did the same and only “come out” later on – even some Black bloggers too.

    My thoughts are maybe you were ahead of the curve as an early adopter and later your timing was right on point when announcing your Latina-ness. :)

  • Anonymous

    Great thoughts. I can’t wait to live in a world we’re we won’t have to ‘announce’ anything about our backgrounds…

  • Anonymous

    I think you hit it right on the nail “If you are into creative pursuits for the money you will follow your capitalist bent…”

  • Anonymous

    Woot!

  • Anonymous

    Agreed! Stand behind your product no matter what choice you make…

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