Beyond Urban Branding

Often people ask us "What exactly is an Urban Shopper? How do you define an Urban Shopper". Truth is, that is a great question with about a million different answers depending on who you ask, Sure we can go with the traditional marketing dictionary definition of an Urban Community being a city or town where the community is often crowded with buildings, houses and people. People are often living very close to each other, streets are busy and the community landscape varies depending on state & city. Again, you ask many leaders in the marketing, social media world and many of them will have a different view of what is an "Urban Shopper". But for the sake of this article, our Urban shopper happens to be African American. Many of you have heard that song - the CLEAN version of Trillville song where they lyrics go "I'll follow that thing in the mall"....For some, these lyrics are flattering, being followed in the mall by a good looking guy or gal who ...

Resse's has been sticking with the urban feel for their commercials for a few years now. It must be working. The interesting thing is that they do small things to attract parents and kids to the brand. Its very subtle, but effective. They are sure to use kids of various races, so nobody feels left out. They always use an uptempo rap that chants the letters of the brand in creative ways. These guys pay attention. This one has a bit of a reto feel. All the haircuts are from the 80's. I suspect thats done to attract parents while the music and the editing and the cuts are meant for kids. Well played, Mr. Reese....well played.

One of the many songs where Nas mentions Hennessy. His shout outs to the brand go back to songs like Memory Lane which dropped on Illmatic on April 19th 1994. The connection between Hennessy and Hip-Hop is so old its hard to say what rap record shouted it out first (I will look into that). But since it did, man, nobody ever looked back. I feel deeply conlficted because on one hand alcohol abuse is so rapant in urban communities. On the other it is impressive to see somone like Nas, who truly started from the bottom get the attention of brands like Hennessy and see them acknowledge his role in the growth of their brand. Keep in mind, many MANY brands have gotten huge jumps in brand awareness, positioning, penetration, retention etc. from rappers loving their products they they NEVER batted an eye. I know this sounds silly, but, I'm happy for both of them.

This is easily one of my favorite ads of the year. It was written as cast brilliantly. Nothing more painful than to see a great actor with a bad script. The only thing worse is a great script, with a bad actor. I digress. This ad is fantastic. It plays of of the well known "book club" myth so many suburban moms use to get away from all the insanity that is motherhood. To see the kid play on that and flip it was masterfully done.

This is really great. Its an interview I did with David Frazee of K&L Gates. Very insightful stuff here. If you are trying to make something happen in business (especially if it deals with tech) give this a listen LISTEN: www.bishopchronicles.com 

On recovering from failure. Please listen to all of it.

From a keynote I gave a San Jose City Hall on Business and chess to more than 300 teenagers.

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. -Beyond Urban Branding beyondurban@gmail.com

Now you wanna buy me diamonds and Armani suits Adrienne Vittadini and Chanel Nine boots Things to make up for all the games and the lies Hallmark cards, sayin I apologize - Lil Kim "Get Money" -Beyond Urban Branding beyondurban@gmail.com

Kia Motors has been doing a lot to try and battle Scion for the young urban automotive market. Recently Kia came with this hamster campaign. Initially, I was not feeling it. I thought the first commercial (seen below) was paced way too slow. But I got the point. Kia Motors is not making cars for Gramps any more. This is for you (todays driver)! They make sure you see the iPod connected to the radio, speakers that light up etc.  But the NEW ad, the one up above, is fantastic. Paced well, shot well, they used a classic Hip-Hop by Black Sheep (The Choice is Yours)to keep the vibe poppin'. I can't imagine a young person who would see this and not want to drive a Kia (or at least consider it ).  For your listening pleasure, I have placed the original video of Black Sheep for your listening enjoyment. -Beyond Urban Branding beyondurban@gmail.com

 Here is a fantastic documentary on sneakers on the huge shoe culture explosion that erupted (in large reason) because of Hip-Hop. My man Leo laced me with his info. Part 1.  Part. 2 -Beyond Urban Branding beyondurban@gmail.com

Red Dead Redemption Launch Trailer - Watch more Game Trailers Red Dead...

The search engine Bing.com has a funny new ad done entirely in Spanish. Its made to be a mockery of Latino soaps that can be found on Telemundo type stations. The subtitles are in English. The camera shots, outfits, everything screams soap opera cheese. I think its cool 'cause it really does hit to demos with one ad and nobody is demeaned culturally in the ad. Bing.com has made a few cool ads. I've posted some of the other ones I like below: I love the idea of reframing their function from "search" engine to "decision engine".

I think I might remember this ad forever. If ads are funny, I tend to remember them WAY more than others. Comedy always breaks through. -Beyond Urban Branding beyondurban@gmail.com

Prince of Persia: The Forgotten Sands Introduction Trailer - Watch more Game Trailers You know, I've never been a big gamer. I've loved them, but never been obsessed like some of my friends. But this, this here could do it. -Beyond Urban Branding beyondurban@gmail.com

I just heard a rumor that Dream Entertainment in Japan is close to signing an MMA match set for May 2010 between Ralek Gracie and Sakuraba!!! If you know your MMA history you know that Sakuraba is a fierce MMA fighter who has defeated several Gracies- Royce, Royler, Ryan and Renzo. Ralek Gracie is the son of Rorion Gracie and got his Black belt from his Grandfather Helio Gracie. He has had two matches in Japan over the last year or so and he won both by submission. I think Ralek and really, all of Rorions sons may have the biggest chance of leading the charge of the next generation of Gracie fighters within MMA. If this fight happens it will be yet another chapter in the never ending saga of the Gracie family going head to head with the best Japanese fighters. I have to do some more research and see whats what. But my source seems to think this is going to get inked soon. Why didn't Dana White think of this? -Beyond Urban Branding beyondurban@gmail.com

I love the phone wars. Apple, Samsung and Google just go after one another. With all the cool movies like Iron Man and stuff coming out, the above ad peaks interest. Can the Android take a bite outta the Apple? Only time will tell... -Beyond Urban Branding beyondurban@gmail.com

Heineken has a good team keeping their ads funny for the guys. This is a "mans man ad". I think the alcohol companies spend the most (and the best) money on good ads campaigns. Hate it or love it, its true. -Beyond Urban Branding beyondurban@gmail.com

I love Kung-fu almost as much as I love soda. This ad was well paced, well written and very fun to watch. The ending is very clever. -Beyond Urban Branding beyondurban@gmail.com