How rap & sports makes money! Beyond Urban Branding looks at the evolution of branding and positioning trends in urban advertising campaigns. Most of what you read will deal with how corporations use or misuse music, sports and culture. Some win, some fail, but its all fun to watch. Contact Adisa Banjoko at 888-588-4418
I've been meaning to post this for a while. This Sprint ad is well done. By illustrating the evolutionary history of technology the ad inspires as well it makes you trust in Sprints intent. Notice how simple the message was conveyed? That's good branding. It should never take too much to tell your story.
This might be my favorite World Cup for a ton of reasons. I've loved soccer since I was a kid, but, this year the World Cup is just lovely. One of the reasons is I'm having fun watching a lot of the ads. I always like it when corporations get comfortable pushing themes of world unity, fun and the power of diversity. It'd be great if these kinds of themes were more common in ad campaigns in general. Even the Olympics don't produce ads as strong as World Cup ads when it comes to multicultural themes.
As excited as I was to see all these great ads, Comedy Central did a very funny piece on how most South African independent business folks were boxed out of money making opportunities by FIFA. I'll put that clip at the bottom (its funny and informative, too bad CNN and FOXNews missed this story). But the thing I wonder is: How many of these ads were made by African or African American owned ad agencies? If you know the answer email me at firstname.lastname@example.org .
Mike Relm,(wicked DJ on huge tours for the iconic Blue Man Group, Tony Hawk and others) has been doing some very cool things remixing film. In the next few weeks Beyond Urban Branding will be doing profiles on various people who make things happen. Mike Relm will be one of the first interviews we drop. Take a look at the edge this guy gives things that are for all intents and purposes- already cool. But Mike Relm makes them cooler.
I've been watching so much soccer, I have not been posting. Then, I saw all these amazing ads that promoted global unity and the beauty of diversity. The ads also push the power of owning the moment, right now and making the world better with your expression.These ads are so honest and so fun, it'd be a crime if we did not enjoy them together. Lets look at 'em...
Nike Scores Big with this one
ESPN Reminds You What The Game is About
Then Visa tells you what its REALLY About
EA Sports and K'Naan team up for an amazing game trailer
Just in from: Allhiphop.com
Rapper T.I. is jumping in to the liquor business after striking a deal with Remy Martin.
The rapper appeared on Atlanta’s V-103 during Ryan Cameron show and revealed he had just returned from France, where he entered into a deal as the spokesman for Remy Martin.
“I’m now the official endorser and global spokesman for Remy Martin cognac,” T.I. said on the radio and labeled the experience “mind blowing.”
T.I. was on the air promoting his upcoming movie Takers, which also stars Chris Brown, Idris Elba, Michael Ealy and others. The rapper also revealed he is in talks to star in the follow up to the hit movie ATL. T.I.’s upcoming album King Uncaged is due in stores August 17th.
Wow! We were just talking about the impact of rap on the cognac industry. I guess its still going strong. Rappers + alcohol brands have almost always added up to big dollars.
This July, west coast-based clothing retailer Anchor Blue and fashion line Swagger Like Us, Inc. are teaming up with singer/songwriter T-Pain for their upcoming "Can You Rock?" campaign. "Can You Rock?" will allow up-and-coming musicians looking for their big break into the industry to remake one song to win the chance to record a song written and produced by the Grammy-winning Atlanta crooner.
"This is a great opportunity for me to work with some up-and-coming talent, while giving someone a head start in the music business,” T-Pain said. "I’m glad to be partnering up with Anchor Blue and Swagger Like Us to make it happen. Who knows what next big artist we’ll uncover!"
In conjunction with the campaign, Anchor Blue and Swagger Like Us will be releasing a line of apparel that bridges the gap between music and fashion. And as an added bonus, beginning July 22, Anchor Blue will be providing a free download from their website …
It's the reason I'm ahead of the pack/It's the reason I left them back/It's the reason all the people say/My 98-O blows 'em all away
My 98 Oldsmobile is...
My 98 Oldsmobile's so...
My 98 Oldsmobile is...
My 98 Oldsmobile's like...
Even the most revolutionary rap group in the history of the game did a little branding. Oldsmobile branding was all in the hood because of Chuck D and Flavor Flav's lyrics. Big shout out to my man Chris T who used to drive the charcoal grey Olds. The first time I heard Public Enemy, it was in a 98. Ironic? I think not. Nedless to say, despite the advertsing on this classic album, no deal was offered to PE for this great moment in urban branding. With the car industry in! the hole, somebody might wanna holla at 'em. For real boyeeeeee.
We never wear the pants they call the Calvin Klein's/Cause Calvin Klein's no friend of mine/Don't want nobody's name on my behind/Lee on my legs, sneakers on my feet/D by my side and Jay with the beat!! Run DMC, Rock Box
This was easily the first rap protest against the dreaded skinny jeans!! People forget that rap was coming out of the Disco era. It was a rebellion against that pop'ish lifestyle. All the Dicso dudes wore super tight jeans. Rev Run and Deacon DMC were not having it. Now that I think about it, this was the first time I remember a jeans company getting a shout out from rappers. Lee jeans won big on that one. I wonder why they never tried to get in good like Adidas? I'm pretty sure this came out a few years before "My Adidas"...Lee could have taken full advantage. Maybe the "advantage" was free branding in a demographic they never advertised in...
The Microsoft serch engine Bing dropped their second "Los Links" ad entirely in Spanish with English subtitles. They've been pushing the "Telemundo" soap opera thing and its still working. Just like Telemundo I have no idea what they are saying, but I still watch! Seriously though, these ads are good and I'm glad they're still riding the wave.
Some of you may too busy to understand the financial impact of Hip-Hop. But this one song validates any discussion on the economic power of rap. The Cognac industry was dying out. It was almost entirely done. Until Busta Rhymes dropped this jam right here.
The big question: Why didn't these guys call Courvoiser and cut an equity deal BEFORE they dropped the song? The world may never know. But I don't think Diddy and Ciroc would have ever happened if he had not missed the opportunity to maximize with Courvoiser.
LISTEN TO THE DISCUSSION BELOW:
The song changed all that, according to Courvoisier's marketing manager, Jennifer Szersnovicz. "Well, it was huge for the brand," she says. "Because it went on all the big hit lists. And the truth of the matter is that it really showed us what the importance of what having that particular status in the African-American market was all about."
I've posted this song before, but not the video. This song is not just banging. It stands as an amazing testament to the power urban artists have at creating brand penetration and more importantly, BRAND LOYALTY.
It was 1985. Most people did not even recognize rap as an art. Nevertheless, Gucci was getting branding via rapper Schoolly D. You may not know this song. But every person who knows Hip-Hop history knows this song, had this song and wanted a Gucci watch because of it. Schoolly D also did the college campus cult classic intro for the Aqua Teen Hunger Force on Cartoon Network. Gotta love Schoolly School!!! It pays to use old school raps and rappers in new school branding.
Pepsi and Akon teamed up with various soccer/football stars to make some pretty cool ads. These are fantastic. I'm not sure all the folks in N. America will appreciate them, but the rest of the planet will.
Looking towards an inevitable future AT&T made a great ad here. What I love about this ad is that its courageous enough to suggest a Latino President of the United States of America is possible. To run this ad during the tense state of political current events is pretty cool. Obviously it touches on so many things at once: The power of taking a chance, love, and the makers of the technology that allows you to make it happen.
Once more pulling on the heartstrings, AT&T really gets the consumer to embrace their childhood through technology. Its paced well with warm and fuzzy creatures keeping you reminiscing until the final frame. I notice kids actually enjoy this ad a lot as well. My one year old daughter stops what shes doing and giggles at this ad every time it runs.
This ad is quick and funny. The main thing is, you really don't know how its going to end- until it does.
You can't have the urban crowd if young African American males aren't rocking your stuff. Th…