Anyway here it is:
-Beyond Urban Branding
P.S. I think using names like "swagger", "hyphy" (and i helped promote hyphy juice energy drink) etc., is usually a bad idea. They are too short term and by the time the campaign is launched, theres a new word out and your company looks like they are trying too hard. Here is an example of what happens when urban slang goes wrong on CNN. Man I remember when this aired, it was nails on a chalkboard. And I LIKE her normally. Another mainstream FAIL to have an urban discussion. Not even TJ Holmes could save this piece.