At Enlace it starts with strategy - specific steps in the planning and execution of a campaign. They include: • Evaluation of category/brand attributes in terms of consumer relevance. • Exploration of consumers’ emotional relationship with category/brand. • Examination of the impact of socio-economic factors such as country of origin, level of assimilation, employment status and similarities or differences between Hispanic sub-groups. • Determining validity of "general market" vs. "Hispanic-specific" approach. • Establishing "ownable" strategic platforms.