Jorge Espinosa, partner, Espinosa Trueba Martinez. Miami (Gaston De Cardenas)
Cuba is only 90 miles away from the United States. However, in certain ways, it is a far more distant and strange market than most Americans are used to. No less so than in its approach to advertising and brand recognition. With the new opening in relations and the surge in interest in the Cuban market by Americans, it serves well to know the limitations of brand promotion that one is likely to meet on the island.
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