The 1080™ Cultural Proximity Analysis

Consistent cultural proximity starts at 90.
Where do you stand?

The distance between where you think you stand in culture and where you actually do — that gap is the business.

Free diagnostic · 10 minutes · No spin

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A Letter from Our Founder

Dear Marketer,

Most brands I've worked with aren't failing at marketing. They're failing at proximity.

Not where your last campaign placed you. Not what the agency deck says. Where you stand today — in your proximity to culture.

After 20 years building campaigns for Corona, Modelo, Allstate, Sprint, and Johnson & Johnson — across MLB, NBA, NHL, Music, Soccer, and the USGA — I kept seeing the same pattern. Brands with the right strategy, the right budget, and the right agencies still couldn't answer the one question that matters most: where does your brand actually stand in culture right now?

And by the way, it's not your fault. The industry is changing drastically while most brands are still working inside the same planning frameworks they've had for decades. I've identified where those frameworks break down. The gaps aren't random — they show up in the same four places every time.

That's why I built Hablodesign and the 1080™ Cultural Proximity Analysis.

Find out where your brand currently stands in culture.

Sincerely,

Luis Alejandro Moreno

Founder, Hablodesign

Sponsorships buy access. Culture earns trust. Commerce is the proof.

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The Unseen

Every company has a path to cultural authenticity. Most don't measure the gap.

There's a gap between what your agency reports and what the culture actually feels. Between the sponsorship you bought and the trust you haven't earned. Between impressions and the brand that still feels like an outsider.

We call that gap Cultural Proximity. It's measurable. Which means it's costing you.

The tool doesn't grade you. We show you what culture already decided.

Most brands think they're a 75. They're a 40. That gap is the business.

0–35
Cultural Extraction
Using culture as a backdrop without earning the right to be there. The community can tell. And it doesn't reward you.
36–55
Cultural Observation
Watching culture from the outside. Impressions without trust.
56–75
Cultural Participation
You're in the room. You're respected. You're still not one with them.
76–100
Cultural Proximity
The community sees you as one of their own. You're not just purchased. You're embraced. Belonging drives consumption. This is where sustained growth lives.

What's Really Happening

"Without the Cultural Proximity Analysis score, you're lighting a veladora and walking away."

A veladora is an act of faith. Beautiful. Intentional. Unverifiable. Most multicultural marketing budgets work the same way. Good intentions. Real investment. No diagnostic.

You have faith in the idea. Faith in the agency. Faith in the planning process. Faith in the activation. That's not a strategy. That's a prayer.

Stop praying. Start knowing.
Take the 1080™ →

The Diagnostic

The 1080™ Cultural Proximity Analysis.
Free. 10 minutes. No spin.

The diagnostic your agency can't objectively run.

We score your brand from belief to execution — and show you exactly where your strategy breaks with culture.

No prep. No downloads. Just clarity.

Take the 1080™ → Free · 10 minutes
What you'll get
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Your Cultural Proximity Score from 0–100

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A breakdown across 4 scans: Brief, Strategy, Creative, and Activation

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Your strongest and weakest areas — with context

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A clear next step based on where you land

"Most brands think they're a 75. They're a 40. That gap is the business."

The Ritual

Five ways we haunt and fix your process.

The score is the beginning. What comes next depends on what we find. Every engagement follows the same path — from diagnosis to transformation. Enter at any rung.

🕯
Ritual I — The Summoning

The Séance™

Every brand has ghosts. The brief that never asked the right question. The campaign built on assumptions nobody challenged. The strategy that looked right on paper and landed wrong in culture. The Séance surfaces all of it — every disconnected touchpoint, every siloed decision, every moment culture was assumed instead of earned. It brings the ghost into the room. So it can finally be named.

Surface what's been driving your strategy
🔎
Ritual II — The Investigation

The Haunting™

We don't audit from the outside. We embed. For 30–90 days, we work inside your organization — across teams, agencies, and workflows — and find exactly where culture breaks down. Not in the debrief. In real time. From brief to execution. Every gap. Every assumption. Every place culture got added at the end instead of built in from the start.

30–90 days. Every gap exposed in real time.
👻
Ritual III — The Manifestation

The Apparition™

Most brands pick a sport, an artist, or a cultural property because it's available. Not because it fits. That's how you end up with a logo on a jersey and nothing to show for it. The Apparition is where the diagnosis becomes real. We identify the right property, talent, or cultural moment that earns your brand trust — not just access. We negotiate the deal. We build the activation strategy. The kind that means something to the community, not just appears in front of it. Powered by data. Built by people who've done it for Corona, Modelo, and Allstate.

Find the fit. Negotiate the deal. Activate the trust.
🌿
Ritual IV — The Cleansing

La Limpia™

The deepest engagement. The most permanent change. La Limpia doesn't fix a campaign — it rebuilds the planning system that produces them. We restructure how your team briefs, plans, and executes from the inside out. So cultural alignment isn't something you add at the end of a process. It's built into how you work. Every brief. Every season. Permanently. Faith replaced by knowledge. For good.

Rebuild the planning system. Not just the campaign. For good.
👁
White Label — Any Ritual

Ghost in the Room™

Every ritual above is available white-labeled. We work inside your team, your briefs, and your process — invisible to your client. We don't replace your agency. We make sure culture is built in from the start, not bolted on at the end. The output is yours. The intelligence is ours.

For agencies. Built to integrate, not replace.

The Work

At Hablodesign, we've been on the client side and the agency side.
We know where the ghosts hide.

We've seen what gets presented and what gets buried. What gets measured and what gets ignored. Across categories, teams, and budgets the pattern is the same: good strategy, real investment — but culture is assumed.

Before there was a name for it, we were building ideas that only worked if you understood both sides of culture. Not a trend. As a lived reality. The methodology was always there. Hablodesign made it visible. Work that moved product and forced the industry to catch up.

We don't just build ideas. We make sure they belong.

And we don't pretend one person masters every discipline. Once the 1080™ shows us where the gaps are, we summon the right specialists for each one — the people who live inside media, sponsorship, trade marketing, multicultural marketing, and creative — and build from a standard you can't fake.

We will treat your company and your budget as if they were our own. We don't just want to deliver — we want you to succeed.


If you need the receipts, let's talk. Book 15 minutes. →
20+
Years turning multicultural marketing from a budget line into a business driver
2050
The year the US reaches a multicultural majority. The shift is already happening. 2050 just makes it official.
1080°
The full view. Every touchpoint scored. From brief to shelf.
0
Other consultancies doing this at all. You're in the right place.

Summon Hablo

The first step is simple.

You've seen the gap. You know where your brand sits between where you think you are and where the culture sees you.

Start with a free 15-minute score walkthrough. No pitch. No commitment. Just clarity. We'll walk through what we find and decide together what comes next. A Séance. A Haunting. Or something else entirely.

The first step is always the same. Summon Hablo.


Hablo DESIGN CULTURAL PROXIMITY ANALYSIS

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The ghost is already in your room.