Buzz is heightening about Cuba, as half a century of Cold War estrangement from the US looks set to come to a close. A new US embassy is on the horizon. With that, the brands are moving in. JetBlue, WPP, and Airbnb are already there — with more set to follow. Yet, for all the promise of this 11 million strong market there will are challenges. Only 1 in 5 Cubans have a phone and only 26% have access to the internet. How will brands navigate this burgeoning new economy and its infrastructural challenges? What defines the Cuban consumer and how will it evolve? As J. Walter Thompson unveils a new study on the Cuban market, a panel of experts explores the Promise of Cuba.