Name: Joe Kutchera

Title of Book:

Latino Link: Building brands online with Hispanic communities and content published by Paramount Books

What are some of the main themes of your book?

Latino Link outlines the convergence of two major trends: the growth of digital/social media and the growth of the Hispanic audience in the U.S.

How will these two come together?

The companies featured in the book – Best Buy, Ford, American Family Insurance, H&R Block, and many others – tell their stories of how they strategized and executed their Hispanic marketing plans on digital platforms (online and mobile).

In addition, e-commerce experts provide insights about how young Mexicans currently use the Internet to compare prices in Mexico and the U.S. Oftentimes, they discover that by shopping in the U.S., they can finance the cost of their trip solely from the savings on the laptops, clothing, or other goods that they buy. Why? Higher taxes and less competition make for higher prices south of the border. So, many Mexican consumers shop in the U.S.

What prompted you to write the book?

While attending the SXSW Interactive festival in 2009, I attended a session called “So you want to write a book?” Authors, agents and publishers discussed how writing a book can propel your career forward in new ways. I’ve always loved writing for newspapers and websites and in 2008, I wrote, “write a book” on my five year plan.

After the session, I approached one of the major publishers and asked him what he thought about the idea of writing a book about reaching Hispanics online. He said, “Great idea. Let me send you my proposal format.” Two months later, I had written my first book proposal.

One month after that, I was laid off. The universe was telling me that now was the time to move forward with my fiver year plan. While I ended up signing with a different publisher, the journey was already underway. The book presented an opportunity to bring together everything that I had learned while working in Mexico and the U.S. Hispanic market and to document the know-how of leaders in digital and multicultural marketing.

What’s one big thing you want people to take away from your book?

The people (both consumers and business leaders) and their stories. That’s what humans remember best. So, that’s the way I tried to write the book. The stories, many in the form of case studies, outline how multicultural and digital marketing leaders and their respective companies innovated to reach the growing Hispanic audience on digital platforms.


What sparks your creativity?

Meeting people who do interesting things, follow their heart, and take risks

Flickr’s “Most interesting photos in the last 7 days”

The “Top 25 Most Played” playlist on my iPod…Lila Downs, Ojos de Brujo, Amadou & Miriam, Chambao, Manu Chao…heavy on world music from Latin America and Spain.

What recently sparked your curiosity and how did you satisfy it?

While walking by a grade school playground, I noticed that the kids had put plastic cups of all different primary colors into the chain link fence. It formed an interesting wave or sideways S-shape. 30 seconds of unexpected inspiration.

Picasso said, “All children are artists.” Curiosity and creativity require that we tap into our own inner child.


Join us here at the Catalyst Ranch for our next Match Books event Tuesday, October 12th 2010 from 6pm to 8:30 pm, when we welcome Joe Kutchera and discuss his book Latino Link: Building Brands Online with Hispanic Communities and Content. Check out our Happenings Page for all the info!