Today's opportunities reside in creating branding strategies that are tailored to the intricate tastes of cultural segments, not mass audiences. Ethnic and cultural markets are increasing at record rates with their purchasing power soaring right alongside that growth.

These emerging markets are not only influencing the trends and tastes of their own cultural groups, but of many other groups -- as well as mainstream audiences. And for many brand loyal consumers, developing packaging that can target these trends may be the difference between success and failure.