This document discusses how aligning a brand's attributes with the cultural "DNA" of target consumer groups can help marketing campaigns succeed in those markets. It notes that different cultural groups have distinct world views, values, and experiences. The document provides examples of the cultural DNA profiles of Hispanic, African American, and Asian American consumers. It also shows differences in attitudes toward financial products across ethnic/racial groups. The conclusion is that just as consumers have distinct attributes, brands do as well, and marketing should aim to match these for maximum effectiveness.
Know Your Market, Customer, And Pull, Final 12 04 08georgebbrengle
"developed and presented to numerous client groups. I would be happy to share them with an prospective employer as it shows the thoroughness and the polish of my research and work".
- The document discusses Redstar Ergoutou, a Chinese baijiu brand, and opportunities to expand its market to Chinese expats in San Francisco, particularly in Chinatown.
- The strategic problem is that while Chinese expats are aware of the brand, they are not aware it is available overseas. There is significant market potential given the large Chinese population outside of China.
- The recommendation is for Redstar to invest in marketing and exporting to expand abroad, starting in Chinatown, San Francisco. With an investment of $2 million and targeting the estimated 300,000 person Chinese population in Chinatown, Redstar could earn around $1.4 million in profit in the first year.
Mega Trends & Counter Trends: Create Marketing Plans with Lasting Impact
(1) Define and describe mega trends and counter trends that influence markets.
(2) Understand how today’s trends affect how markets respond to messaging.
A product of our final Applied Trend Forecasting project at FIDM, this assignment focuses on forecasting Spring/Summer 2014 trends for Urban Outfitters. We predict that 'Festival Fashion' will continue to be a strong trend. We are also predicting a color story that we call 'Nomadic Adventures'. This color story, and fashion trends, tell a story of free-spirited, more natural colored, gypsy & nomadic fashion.
This document defines mega trends and counter trends that influence markets. It discusses how trends like an aging population, immigration, and individualism affect marketing responses. Examples of behavioral mega trends include smart products and time compression. Global consumer trends involve complexity in age, gender, life stage and income. Innovative marketing uses tools like consumer generated advertising and crowd sourcing. Counter trends go against the grain. The document advises being consumer centric, thinking small, tapping pop culture, and standing for a brand personality. It provides resources for keeping up with marketing trends.
Urban Outfitters group, A new way of thinking Brand Retail ?Helixa
Urban Outfitters group has achieved exceptional sales growth of 23% annually over the past 10 years, even as the fashion retail industry has seen gloomy conditions and saturated western markets. The group succeeds in increasing sales and improving operating margins through its unique brand concepts like Urban Outfitters, Anthropologie, and Free People that target specific demographics with curated merchandise and store experiences. Urban Outfitters group has developed a new model for brand retail that drives top sales productivity compared to its peers.
This document provides an overview of cross-cultural digital marketing and summarizes key insights about reaching Hispanic, African American, and Asian communities digitally. It discusses multicultural marketing models and approaches, an overview of the multicultural digital market with a focus on these groups. Key points include that Hispanics, African Americans, and Asians now represent over 38% of the 18-34 demographic and are driving population growth. It also provides insights into these groups' digital behaviors and preferences, such as high smartphone usage among Hispanics and African Americans using mobile phones to research products and find deals while shopping in stores.
This document discusses how aligning a brand's attributes with the cultural "DNA" of target consumer groups can help marketing campaigns succeed in those markets. It notes that different cultural groups have distinct world views, values, and experiences. The document provides examples of the cultural DNA profiles of Hispanic, African American, and Asian American consumers. It also shows differences in attitudes toward financial products across ethnic/racial groups. The conclusion is that just as consumers have distinct attributes, brands do as well, and marketing should aim to match these for maximum effectiveness.
Know Your Market, Customer, And Pull, Final 12 04 08georgebbrengle
"developed and presented to numerous client groups. I would be happy to share them with an prospective employer as it shows the thoroughness and the polish of my research and work".
- The document discusses Redstar Ergoutou, a Chinese baijiu brand, and opportunities to expand its market to Chinese expats in San Francisco, particularly in Chinatown.
- The strategic problem is that while Chinese expats are aware of the brand, they are not aware it is available overseas. There is significant market potential given the large Chinese population outside of China.
- The recommendation is for Redstar to invest in marketing and exporting to expand abroad, starting in Chinatown, San Francisco. With an investment of $2 million and targeting the estimated 300,000 person Chinese population in Chinatown, Redstar could earn around $1.4 million in profit in the first year.
Mega Trends & Counter Trends: Create Marketing Plans with Lasting Impact
(1) Define and describe mega trends and counter trends that influence markets.
(2) Understand how today’s trends affect how markets respond to messaging.
A product of our final Applied Trend Forecasting project at FIDM, this assignment focuses on forecasting Spring/Summer 2014 trends for Urban Outfitters. We predict that 'Festival Fashion' will continue to be a strong trend. We are also predicting a color story that we call 'Nomadic Adventures'. This color story, and fashion trends, tell a story of free-spirited, more natural colored, gypsy & nomadic fashion.
This document defines mega trends and counter trends that influence markets. It discusses how trends like an aging population, immigration, and individualism affect marketing responses. Examples of behavioral mega trends include smart products and time compression. Global consumer trends involve complexity in age, gender, life stage and income. Innovative marketing uses tools like consumer generated advertising and crowd sourcing. Counter trends go against the grain. The document advises being consumer centric, thinking small, tapping pop culture, and standing for a brand personality. It provides resources for keeping up with marketing trends.
Urban Outfitters group, A new way of thinking Brand Retail ?Helixa
Urban Outfitters group has achieved exceptional sales growth of 23% annually over the past 10 years, even as the fashion retail industry has seen gloomy conditions and saturated western markets. The group succeeds in increasing sales and improving operating margins through its unique brand concepts like Urban Outfitters, Anthropologie, and Free People that target specific demographics with curated merchandise and store experiences. Urban Outfitters group has developed a new model for brand retail that drives top sales productivity compared to its peers.
This document provides an overview of cross-cultural digital marketing and summarizes key insights about reaching Hispanic, African American, and Asian communities digitally. It discusses multicultural marketing models and approaches, an overview of the multicultural digital market with a focus on these groups. Key points include that Hispanics, African Americans, and Asians now represent over 38% of the 18-34 demographic and are driving population growth. It also provides insights into these groups' digital behaviors and preferences, such as high smartphone usage among Hispanics and African Americans using mobile phones to research products and find deals while shopping in stores.
The document provides information about marketing to English-speaking Hispanic consumers in the United States. It notes that 83% of Latinos use English as their primary language and targets the middle-class "upscale" Hispanic demographic, which has an annual household income of $50,000-$99,999. It recommends developing brand awareness and loyalty within the top Hispanic markets, especially Los Angeles, through grassroots marketing, advertising, and community relationship building.
The document outlines marketing opportunities and events for 2011 with The Source magazine, including issue release parties celebrating cover artists and themes, concerts, showcases, and partnerships with sports and music events like the NBA All-Star Weekend and SXSW to promote brands and artists. It also provides details on the magazine's audience demographics, reporting a readership of 1.5 million people who are mostly 18-44 years old and interested in hip hop music and culture. The Source is positioning itself as the top brand in hip hop media across both print and digital platforms.
As an Old School HipHop Head and proud ambassador of the Street Knowledge Element I was invited to present to some of Durban's finest members of the Kulture. At a great rooftop gig in July 2015 I spoke on how HipHop teaches some of the best Marketing lessons.
Urban Outfitters is a specialty retailer founded in 1970 with over 14,000 employees and 102 stockholders. It operates 5 brands: Urban Outfitters, Free People, Anthropologie, Leifsdottir, and Terrain. Its vision is to offer compelling, distinctive products and store environments that customers feel an empathetic connection to. It targets young adult customers but saw decreased sales during the economic downturn of 2009 when this demographic had high unemployment. Current strategic recommendations include launching a wedding line, opening new stores, and developing new brand concepts, while my recommendations include outsourcing more merchandise and launching a children's line.
This document discusses key concepts in media audience profiling. It describes how audiences can be individuals or groups consuming media in public or private settings. It then covers different ways audiences are demographically profiled, including by factors like gender, age, race, class and more. Psychographic profiling divides audiences into categories based on attitudes, interests and behaviors. Marketers use these profiling techniques to better understand target audiences and effectively advertise products.
Cultural Strategy Battle School - iStrategyLabsEric Shutt
Cultural Brand Strategy is the link between creative and strategy that can elevate brands, campaigns, and creative work to achieve a culturally iconic status. These creative executions side-step conventional marketing value propositions and categorical benefits — in favor of positioning Brands to address, disrupt, and resolve specific cultural tensions in a social context. Often ‘snuck in’ by agency creatives and missing from explicit client creative direction — learn the basics of how to identify, create and execute on creative strategy in a new way.
Theory and sources by Douglas Holt & Douglas Cameron; 'Cultural Strategy' & 'How Brands Become Icons'.
This document provides an overview and analysis of American Apparel, a vertically integrated apparel manufacturer, distributor, and retailer. It discusses the company's history, operations, products, distribution channels, target market, competitors, and macro environment. It also analyzes the US apparel industry and market trends. The document then provides recommendations for an integrated marketing strategy, including repositioning the brand, increasing digital marketing and e-commerce, improving inventory management, and implementing a "Back to Basics" advertising campaign. Financial projections anticipate increased sales and profits resulting from the recommendations.
The document discusses several trends identified by futurist Faith Popcorn including anchoring, being alive, cashing out, clanning, cocooning, down-aging, egonomics, fantasy adventure, and eveolution. It provides examples for each trend related to consumer behavior, products, and marketing opportunities. The trends reflect societal shifts toward spirituality, health, simplicity, community, security, youthfulness, individualism, escapism, and recognition of gender differences.
This document proposes a new approach to brand planning called "Planning 2.0" that embeds culture at the heart of brand strategy. It argues the old model of focusing solely on functional and emotional benefits is outdated and has resulted in consumer apathy. Planning 2.0 identifies cultural tensions in society that a brand can align with to define a cultural selling proposition and role in culture beyond just the category. It advocates using grassroots marketing tools to activate consumers and start a movement around the brand, treating people as the media. This cultural tension strategy is presented as a systematic way to ensure brands can tell bigger stories and become part of cultural conversations.
This document proposes a new business model called Zonez that aims to address several problems in the art, music, and startup industries by creating a decentralized online/offline marketplace. It would function as a scalable music improvement district app that allows independent artists, musicians, and startup founders to showcase and sell their work to the public at local artwalks and events, gaining valuable exposure and feedback. This hybrid online/offline model is validated by the large monthly attendance at existing artwalks. The app would provide CRM, marketing, and e-commerce tools to help artists build audiences and businesses. Revenue streams would include affiliate commissions, premium subscriptions, sponsorships, and monetizing relationships with cities. The founders have relevant experience and skills to
A Difficult Past - How the Americas ChangeDesireeh21
The document discusses several topics related to 19th century history:
1) The American states struggled to build nations and societies after gaining independence from European powers in the late 18th/early 19th century. The US expanded rapidly westward and absorbed much of North America by mid-century.
2) The Little Ice Age occurred between the 16th-19th centuries and led to expanded glaciation and cooler global temperatures. This impacted human health in Europe through malnutrition and disease spread.
3) The US purchased the Louisiana Territory from France in 1803, doubling the size of the country and encompassing land that makes up 14 current US states and two Canadian provinces.
The document summarizes various aspects of English colonization in North America and interactions with native populations. It discusses the founding of early colonies like Roanoke and Jamestown, as well as conflicts between colonists and groups like the Powhatan and Pequot. It also describes Puritan missionary efforts to convert native peoples to Christianity by establishing praying towns, though these attempts disrupted traditional Indian culture and ultimately failed. The bloodiest conflict, King Philip's War, devastated both colonial settlements and Indian villages.
The document profiles the struggles of six indigenous individuals from the 15th-17th centuries in Mexico and South America:
1) Diego Vasicuio, a 90-year-old native priest from Peru, was charged with heresy for his beliefs and practices.
2) Martin Oceotl, a priest from Mexico, was imprisoned for predicting the arrival and conquest of the Spanish.
3) Antonio de Gouveia, a priest from Portugal, was accused of superstition and joined the Society of Jesus but later left and was banished for further charges.
4) Isabel Moctezuma was a daughter of the Aztec emperor Moctezuma II and later
Struggle and survival in colonial americabrobb2007
Antonio de Gouveia was a 15th century Portuguese priest who studied many subjects like astrology, alchemy, and medicine. He gained a reputation for his mining talents and was later accused of witchcraft. After imprisonment and punishment, he was exiled from Portugal.
Catarina de Montay became a nun in Brazil and used the money she earned selling sweets to donate to her chapel. She helped support her community during economic hardships.
Diego Vasicuio was a Peruvian Indian in the late 17th century who was accused of creating a cult at age 90, but was actually preserving his people's religious beliefs and sacred sites.
The Portuguese Empire rose to become a world power in the 15th-16th centuries during the Age of Discovery, gaining colonies and trade routes. However, by the 17th century its power had declined as other European nations took over its territories and trade. Portugal lost its most valuable colony, Brazil, in 1822. The monarchy was overthrown in 1910 but corruption and repression continued until democratic reforms in the mid-20th century granted independence to Portugal's African colonies in 1975.
This document summarizes the lives and accomplishments of several individuals who lived in colonial Latin America and North America between the late 16th and early 18th centuries. It describes Catarina de Monte Sinay, a nun in Bahia, Brazil who violated church law by operating a business. It also discusses rebellious mulatto slaves in central Mexico who were able to overcome difficulties. Finally, it provides brief biographies of Cristobal Bequer, a wayward prebend from Peru; Beatriz de Padilla, a mulatta woman in Mexico who was important to the development of society; Squanto, the last of the Patuxets tribe who helped the English colonists; and Opechancanough
El barrio . problematicas administrativas y urbanisticas Soccorso Volpe
Descripción y analisis de la evolución administrativa y urbanistica de los barrios de la ciudad de Rosario. Argentina. Lic. Soccorso Volpe . Colección de Publicaciones Virtuales: " El almacén de las cosas perdidas"
Vibe is a magazine similar to Billboard that focuses on R&B, hip hop, rap, and pop music genres. It has a target audience of 18-34 year olds and had a circulation of 800,000 in 2007. Founded in 1993 by Quincy Jones, its purpose is music and entertainment. Articles in Vibe cover interviews with celebrities and their lives and careers. The magazine has changed over time to keep up with changing audiences and technology.
This document discusses the history and evolution of MTV from its origins in 1981 introducing music videos through its transition to focus more on pop culture and youth lifestyle programming. It outlines how MTV expanded its brand through new channels, online properties, and global expansion while maintaining its core identity of being trendsetting, youth-focused entertainment.
This document discusses several topics related to the music industry, including:
1. Cross media convergence, which involves companies delivering music products across multiple media outlets.
2. Synergy between brands who promote each other's products to reach broader audiences. Examples given include artist/brand partnerships.
3. The four main areas of the music industry: production, distribution, marketing, and exchange/exhibition. Digital technology is discussed in relation to each area.
This document discusses ethnic marketing. It begins with an introduction and definition of ethnic marketing as targeting specific ethnic groups to satisfy their needs. It then provides reasons for ethnic marketing, including new opportunities in competitive markets, the size and buying power of ethnic populations in the US, their breakdown and concentration in certain areas, and their willingness to buy. It outlines techniques for ethnic marketing such as targeting, use of media, visibility at community events, and contact with associations. It then provides Heineken as an illustration, discussing how they launched an ad campaign with Jay-Z to target the urban lifestyle and African American market. It concludes that ethnic marketing is important for building market share among ethnic groups while also benefiting mainstream consumers, and that identifying
Vibe is a music and entertainment magazine founded in 1993 that focuses on R&B and hip hop. It was originally owned by producer Quincy Jones and Time Inc. but is now privately owned. Vibe targets an audience of 18-34 year olds who enjoy R&B, hip hop, dancing, and having their own style rather than following trends. The magazine covers music, fashion, celebrity gossip, and up-and-coming artists through a casual voice that reflects the language of its target readership.
The document provides information about marketing to English-speaking Hispanic consumers in the United States. It notes that 83% of Latinos use English as their primary language and targets the middle-class "upscale" Hispanic demographic, which has an annual household income of $50,000-$99,999. It recommends developing brand awareness and loyalty within the top Hispanic markets, especially Los Angeles, through grassroots marketing, advertising, and community relationship building.
The document outlines marketing opportunities and events for 2011 with The Source magazine, including issue release parties celebrating cover artists and themes, concerts, showcases, and partnerships with sports and music events like the NBA All-Star Weekend and SXSW to promote brands and artists. It also provides details on the magazine's audience demographics, reporting a readership of 1.5 million people who are mostly 18-44 years old and interested in hip hop music and culture. The Source is positioning itself as the top brand in hip hop media across both print and digital platforms.
As an Old School HipHop Head and proud ambassador of the Street Knowledge Element I was invited to present to some of Durban's finest members of the Kulture. At a great rooftop gig in July 2015 I spoke on how HipHop teaches some of the best Marketing lessons.
Urban Outfitters is a specialty retailer founded in 1970 with over 14,000 employees and 102 stockholders. It operates 5 brands: Urban Outfitters, Free People, Anthropologie, Leifsdottir, and Terrain. Its vision is to offer compelling, distinctive products and store environments that customers feel an empathetic connection to. It targets young adult customers but saw decreased sales during the economic downturn of 2009 when this demographic had high unemployment. Current strategic recommendations include launching a wedding line, opening new stores, and developing new brand concepts, while my recommendations include outsourcing more merchandise and launching a children's line.
This document discusses key concepts in media audience profiling. It describes how audiences can be individuals or groups consuming media in public or private settings. It then covers different ways audiences are demographically profiled, including by factors like gender, age, race, class and more. Psychographic profiling divides audiences into categories based on attitudes, interests and behaviors. Marketers use these profiling techniques to better understand target audiences and effectively advertise products.
Cultural Strategy Battle School - iStrategyLabsEric Shutt
Cultural Brand Strategy is the link between creative and strategy that can elevate brands, campaigns, and creative work to achieve a culturally iconic status. These creative executions side-step conventional marketing value propositions and categorical benefits — in favor of positioning Brands to address, disrupt, and resolve specific cultural tensions in a social context. Often ‘snuck in’ by agency creatives and missing from explicit client creative direction — learn the basics of how to identify, create and execute on creative strategy in a new way.
Theory and sources by Douglas Holt & Douglas Cameron; 'Cultural Strategy' & 'How Brands Become Icons'.
This document provides an overview and analysis of American Apparel, a vertically integrated apparel manufacturer, distributor, and retailer. It discusses the company's history, operations, products, distribution channels, target market, competitors, and macro environment. It also analyzes the US apparel industry and market trends. The document then provides recommendations for an integrated marketing strategy, including repositioning the brand, increasing digital marketing and e-commerce, improving inventory management, and implementing a "Back to Basics" advertising campaign. Financial projections anticipate increased sales and profits resulting from the recommendations.
The document discusses several trends identified by futurist Faith Popcorn including anchoring, being alive, cashing out, clanning, cocooning, down-aging, egonomics, fantasy adventure, and eveolution. It provides examples for each trend related to consumer behavior, products, and marketing opportunities. The trends reflect societal shifts toward spirituality, health, simplicity, community, security, youthfulness, individualism, escapism, and recognition of gender differences.
This document proposes a new approach to brand planning called "Planning 2.0" that embeds culture at the heart of brand strategy. It argues the old model of focusing solely on functional and emotional benefits is outdated and has resulted in consumer apathy. Planning 2.0 identifies cultural tensions in society that a brand can align with to define a cultural selling proposition and role in culture beyond just the category. It advocates using grassroots marketing tools to activate consumers and start a movement around the brand, treating people as the media. This cultural tension strategy is presented as a systematic way to ensure brands can tell bigger stories and become part of cultural conversations.
This document proposes a new business model called Zonez that aims to address several problems in the art, music, and startup industries by creating a decentralized online/offline marketplace. It would function as a scalable music improvement district app that allows independent artists, musicians, and startup founders to showcase and sell their work to the public at local artwalks and events, gaining valuable exposure and feedback. This hybrid online/offline model is validated by the large monthly attendance at existing artwalks. The app would provide CRM, marketing, and e-commerce tools to help artists build audiences and businesses. Revenue streams would include affiliate commissions, premium subscriptions, sponsorships, and monetizing relationships with cities. The founders have relevant experience and skills to
A Difficult Past - How the Americas ChangeDesireeh21
The document discusses several topics related to 19th century history:
1) The American states struggled to build nations and societies after gaining independence from European powers in the late 18th/early 19th century. The US expanded rapidly westward and absorbed much of North America by mid-century.
2) The Little Ice Age occurred between the 16th-19th centuries and led to expanded glaciation and cooler global temperatures. This impacted human health in Europe through malnutrition and disease spread.
3) The US purchased the Louisiana Territory from France in 1803, doubling the size of the country and encompassing land that makes up 14 current US states and two Canadian provinces.
The document summarizes various aspects of English colonization in North America and interactions with native populations. It discusses the founding of early colonies like Roanoke and Jamestown, as well as conflicts between colonists and groups like the Powhatan and Pequot. It also describes Puritan missionary efforts to convert native peoples to Christianity by establishing praying towns, though these attempts disrupted traditional Indian culture and ultimately failed. The bloodiest conflict, King Philip's War, devastated both colonial settlements and Indian villages.
The document profiles the struggles of six indigenous individuals from the 15th-17th centuries in Mexico and South America:
1) Diego Vasicuio, a 90-year-old native priest from Peru, was charged with heresy for his beliefs and practices.
2) Martin Oceotl, a priest from Mexico, was imprisoned for predicting the arrival and conquest of the Spanish.
3) Antonio de Gouveia, a priest from Portugal, was accused of superstition and joined the Society of Jesus but later left and was banished for further charges.
4) Isabel Moctezuma was a daughter of the Aztec emperor Moctezuma II and later
Struggle and survival in colonial americabrobb2007
Antonio de Gouveia was a 15th century Portuguese priest who studied many subjects like astrology, alchemy, and medicine. He gained a reputation for his mining talents and was later accused of witchcraft. After imprisonment and punishment, he was exiled from Portugal.
Catarina de Montay became a nun in Brazil and used the money she earned selling sweets to donate to her chapel. She helped support her community during economic hardships.
Diego Vasicuio was a Peruvian Indian in the late 17th century who was accused of creating a cult at age 90, but was actually preserving his people's religious beliefs and sacred sites.
The Portuguese Empire rose to become a world power in the 15th-16th centuries during the Age of Discovery, gaining colonies and trade routes. However, by the 17th century its power had declined as other European nations took over its territories and trade. Portugal lost its most valuable colony, Brazil, in 1822. The monarchy was overthrown in 1910 but corruption and repression continued until democratic reforms in the mid-20th century granted independence to Portugal's African colonies in 1975.
This document summarizes the lives and accomplishments of several individuals who lived in colonial Latin America and North America between the late 16th and early 18th centuries. It describes Catarina de Monte Sinay, a nun in Bahia, Brazil who violated church law by operating a business. It also discusses rebellious mulatto slaves in central Mexico who were able to overcome difficulties. Finally, it provides brief biographies of Cristobal Bequer, a wayward prebend from Peru; Beatriz de Padilla, a mulatta woman in Mexico who was important to the development of society; Squanto, the last of the Patuxets tribe who helped the English colonists; and Opechancanough
El barrio . problematicas administrativas y urbanisticas Soccorso Volpe
Descripción y analisis de la evolución administrativa y urbanistica de los barrios de la ciudad de Rosario. Argentina. Lic. Soccorso Volpe . Colección de Publicaciones Virtuales: " El almacén de las cosas perdidas"
Vibe is a magazine similar to Billboard that focuses on R&B, hip hop, rap, and pop music genres. It has a target audience of 18-34 year olds and had a circulation of 800,000 in 2007. Founded in 1993 by Quincy Jones, its purpose is music and entertainment. Articles in Vibe cover interviews with celebrities and their lives and careers. The magazine has changed over time to keep up with changing audiences and technology.
This document discusses the history and evolution of MTV from its origins in 1981 introducing music videos through its transition to focus more on pop culture and youth lifestyle programming. It outlines how MTV expanded its brand through new channels, online properties, and global expansion while maintaining its core identity of being trendsetting, youth-focused entertainment.
This document discusses several topics related to the music industry, including:
1. Cross media convergence, which involves companies delivering music products across multiple media outlets.
2. Synergy between brands who promote each other's products to reach broader audiences. Examples given include artist/brand partnerships.
3. The four main areas of the music industry: production, distribution, marketing, and exchange/exhibition. Digital technology is discussed in relation to each area.
This document discusses ethnic marketing. It begins with an introduction and definition of ethnic marketing as targeting specific ethnic groups to satisfy their needs. It then provides reasons for ethnic marketing, including new opportunities in competitive markets, the size and buying power of ethnic populations in the US, their breakdown and concentration in certain areas, and their willingness to buy. It outlines techniques for ethnic marketing such as targeting, use of media, visibility at community events, and contact with associations. It then provides Heineken as an illustration, discussing how they launched an ad campaign with Jay-Z to target the urban lifestyle and African American market. It concludes that ethnic marketing is important for building market share among ethnic groups while also benefiting mainstream consumers, and that identifying
Vibe is a music and entertainment magazine founded in 1993 that focuses on R&B and hip hop. It was originally owned by producer Quincy Jones and Time Inc. but is now privately owned. Vibe targets an audience of 18-34 year olds who enjoy R&B, hip hop, dancing, and having their own style rather than following trends. The magazine covers music, fashion, celebrity gossip, and up-and-coming artists through a casual voice that reflects the language of its target readership.
The music market in the UK has changed significantly in recent years. Younger people aged 14-25 rarely buy CDs and no longer use record shops to purchase music. Many in this age group will only download music illegally or listen to music on their phones. While downloading is still preferred to streaming, the music industry is trying to prevent illegal downloading. New media technologies have given artists more freedom and control over how they market and distribute their music, bypassing the traditional record label system. This represents a major shift in how the music industry operates.
The premise: conduct a multiphase brand audit in order to identify problems facing a brand of choice and provide realistic solutions.
My team discovered, analyzed and summarized the brand’s current situation (competitive frame, key branding elements, and positioning). We conducted in-depth interviews with target market consumers to identify brand associations and assessed their strength using a laddering technique. We developed, fielded and analyzed a survey that probed brand challenges, Consumer-Based Brand Equity, and the team’s brand development recommendations. Lastly, we compiled our findings in a final report and presented an executive summary to the class.
The result: our team scored the highest in the class, even scoring a perfect 100 on our presentation.
The sound recording industry has evolved from Thomas Edison's phonograph in the 1870s to today's digital music market, with major developments including the impact of radio in the 1920s, the rise of the record industry in the post-WWII era, and more recently the transition to digital formats and services. The industry is dominated by a handful of large companies and follows a standard model with departments for talent acquisition, production, distribution, promotion and other functions. New business models have also emerged like licensing music for use in other media and 360 deals that provide a percentage of artists' total revenue.
Global brands must localize their offerings to succeed in local markets like India. While brands can influence local culture, they cannot change it. Early mistakes by brands like Chevrolet, Coca-Cola, and Electrolux in direct translations show that understanding local nuances is critical. Successful brands like McDonald's, MTV, and Domino's Pizza have adapted to local tastes in India by adding vegetarian options, incorporating local languages and music, and developing regional flavors. Localizing products without alienating customers from their culture is an important lesson for global brands.
Homeboyz Radio Afrikan Hiphop Caravan Proposalkevinovitateddy
The document outlines a media activation proposal to promote the Afrikan Hip Hop Caravan annual event. It details objectives to create awareness of the 2014 African Hip Hop Circuit/E-Summit hosted by the British Council from November 27-29 in Nairobi. The promotional campaign utilizes Homeboyz Radio and features like daily promos, presenter mentions, the "Mic Check" segment, and social media to engage the hip hop community and thousands of followers.
The target audience for hip hop consists mainly of working class males ages 11-36, especially African Americans. However, hip hop's mainstream success has expanded its audience to other ethnicities and young adults in education ages 11-25. Nearly two-thirds of hip hop fans are ages 18-34. Hip hop has the youngest audience demographic who are most likely to live in poverty. Around 24 million people ages 19-34 from various backgrounds make up the core hip hop audience. This group is likely to purchase a new car within 6 months and frequent specialty stores for sports gear and fashion. They are 10 times more likely to shop at shoe stores and 45% will buy toys and gadgets anywhere. BMW is the preferred brand and they
Vibe magazine was launched in 1993 by Quincy Jones but ceased publication in 2006 before being bought by InterMedia Partners LP. It targets an audience of 18-30 year old music enthusiasts, with a 50/50 gender split, through coverage of hip hop, rap, fashion and celebrity gossip. The magazine utilizes a visual style with bold fonts, bright colors, and iconography associated with rap/hip hop to attract its target demographic. It is currently published bi-monthly and owned by the private equity firm InterMedia Partners LP based in New York City.
Green Rush Brand is pursuing a celebrity endorsement deal with reggaeton artist Nicky Jam to build their cannabis brand. With over 10 million social media followers and Latin Grammy wins, Nicky Jam has significant influence that could attract new cannabis users and boost sales. Green Rush plans to create Nicky Jam branded cannabis vape pens, flavors, and packaging that leverage his image and popularity. In exchange, they will pay him an upfront fee, yearly royalty minimum, and ongoing 7% sales royalties to promote the products through his social media and music career.
My media product would likely be distributed by a large media institution such as Billboard magazine or Bauer Media. Billboard is a major American entertainment media brand that publishes news, reviews, and stories involving the music industry. They have a large audience and distribute Billboard magazine, which focuses on pop, hip-hop, and R&B music. Although my Afrobeats magazine would have a different focus, distributing with Billboard could help expand their offerings and expose my content to their large existing audience. Bauer Media is another potential option as the largest privately-owned publishing group in Europe, distributing over 300 magazines worldwide on various topics.
This document outlines a marketing strategy for Manifest Destiny Entertainment Group's music division. The strategy focuses on developing artists' fan bases and increasing record sales by targeting the young adult demographic aged 13-35. It recommends using online viral marketing, radio promotion, street promotion, booking performances, and networking to heighten artists' popularity and exposure, with the goal of securing major label distribution deals. Specific tactics proposed include using social media, internet and college radio, street teams, conferences, and festivals.
The document summarizes the 4th International Soul Music Summit happening in August in Atlanta. It will bring together neo-soul artists and discuss trends in soul music since 2006. It aims to align brands with the summit property to reach an upscale, urban adult target audience aged 25-44. Sponsorship benefits include media exposure, promotional opportunities, and the ability to connect with potential customers.
The document outlines a plan for a new hip hop magazine called "Herts Hip Hop". It discusses the purpose of entertaining and informing readers about music events and artists. The main competitors are other hip hop magazines. The target audience is 18-35 year olds, mostly women. Content will include interviews, reviews of festivals and shows, and discussions of the music scene. Distribution will take place in stores and online, with marketing through social media. Personnel needed include a photographer, editor, and social media manager.
Hip-hop originated in the late 1960s and was invented by Afrika Bambaataa in New York City. It began as a street culture within the black and Latino communities in New York and spread through the city. In the 1970s, the key elements of hip-hop culture like rapping, breakdancing, graffiti, and DJing developed within the South Bronx. Hip-hop continued to grow and evolve through the 1980s and 1990s, absorbing new styles. Today, hip-hop remains a popular culture that is exploited by the media and magazine industries for marketing.
Music as a Consumer Engagement Tool in the Social Media Worldisteaman
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Introduction
In the realm of entertainment, few names resonate as Orpah Winfrey Dwayne Johnson. Both figures have carved unique paths in the industry. achieving unparalleled success and becoming iconic symbols of perseverance, resilience, and inspiration. This article delves into the lives, careers. and enduring legacies of Orpah Winfrey Dwayne Johnson. exploring how their journeys intersect and what we can learn from their remarkable stories.
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Early Life and Backgrounds
Orpah Winfrey: From Humble Beginnings to Media Mogul
Orpah Winfrey, often known as Oprah due to a misspelling on her birth certificate. was born on January 29, 1954, in Kosciusko, Mississippi. Raised in poverty by her grandmother, Winfrey's early life was marked by hardship and adversity. Despite these challenges. she demonstrated a keen intellect and an early talent for public speaking.
Winfrey's journey to success began with a scholarship to Tennessee State University. where she studied communication. Her first job in media was as a co-anchor for the local evening news in Nashville. This role paved the way for her eventual transition to talk show hosting. where she found her true calling.
Dwayne Johnson: From Wrestling Royalty to Hollywood Superstar
Dwayne Johnson, also known by his ring name "The Rock," was born on May 2, 1972, in Hayward, California. He comes from a family of professional wrestlers, with both his father, Rocky Johnson. and his grandfather, Peter Maivia, being notable figures in the wrestling world. Johnson's early life was spent moving between New Zealand and the United States. experiencing a variety of cultural influences.
Before entering the world of professional wrestling. Johnson had aspirations of becoming a professional football player. He played college football at the University of Miami. where he was part of a national championship team. But, injuries curtailed his football career, leading him to follow in his family's footsteps and enter the wrestling ring.
Career Milestones
Orpah Winfrey: The Queen of All Media
Winfrey's career breakthrough came in 1986 when she launched "The Oprah Winfrey Show." The show became a cultural phenomenon. drawing millions of viewers daily and earning many awards. Winfrey's empathetic and candid interviewing style resonated with audiences. helping her tackle diverse and often challenging topics.
Beyond her talk show, Winfrey expanded her empire to include the creation of Harpo Productions. a multimedia production company. She also launched "O, The Oprah Magazine" and OWN: Oprah Winfrey Network, further solidifying her status as a media mogul.
Dwayne Johnson: From The Ring to The Big Screen
Dwayne Johnson's wrestling career took off in the late 1990s. when he became one of the most charismatic and popular figures in WWE. His larger-than-life persona and catchphrases endeared him to fans. making him a household name. But, Johnson had ambitions beyond the wrestling ring.
In the early 20
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Introduction
The notion of Dwayne Johnson kidnapping seems straight out of a Hollywood thriller. Dwayne "The Rock" Johnson, known for his larger-than-life persona, immense popularity. and action-packed filmography, is the last person anyone would envision being a victim of kidnapping. Yet, the bizarre and riveting tale of such an incident, filled with twists and turns. has captured the imagination of many. In this article, we delve into the intricate details of this astonishing event. exploring every aspect, from the dramatic rescue operation to the aftermath and the lessons learned.
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The Origins of the Dwayne Johnson Kidnapping Saga
Dwayne Johnson: A Brief Background
Before discussing the specifics of the kidnapping. it is crucial to understand who Dwayne Johnson is and why his kidnapping would be so significant. Born May 2, 1972, Dwayne Douglas Johnson is an American actor, producer, businessman. and former professional wrestler. Known by his ring name, "The Rock," he gained fame in the World Wrestling Federation (WWF, now WWE) before transitioning to a successful career in Hollywood.
Johnson's filmography includes blockbuster hits such as "The Fast and the Furious" series, "Jumanji," "Moana," and "San Andreas." His charismatic personality, impressive physique. and action-star status have made him a beloved figure worldwide. Thus, the news of his kidnapping would send shockwaves across the globe.
Setting the Scene: The Day of the Kidnapping
The incident of Dwayne Johnson's kidnapping began on an ordinary day. Johnson was filming his latest high-octane action film set to break box office records. The location was a remote yet scenic area. chosen for its rugged terrain and breathtaking vistas. perfect for the film's climactic scenes.
But, beneath the veneer of normalcy, a sinister plot was unfolding. Unbeknownst to Johnson and his team, a group of criminals had planned his abduction. hoping to leverage his celebrity status for a hefty ransom. The stage was set for an event that would soon dominate worldwide headlines and social media feeds.
The Abduction: Unfolding the Dwayne Johnson Kidnapping
The Moment of Capture
On the day of the kidnapping, everything seemed to be proceeding as usual on set. Johnson and his co-stars and crew were engrossed in shooting a particularly demanding scene. As the day wore on, the production team took a short break. providing the kidnappers with the perfect opportunity to strike.
The abduction was executed with military precision. A group of masked men, armed and organized, infiltrated the set. They created chaos, taking advantage of the confusion to isolate Johnson. Johnson was outnumbered and caught off guard despite his formidable strength and fighting skills. The kidnappers overpowered him, bundled him into a waiting vehicle. and sped away, leaving everyone on set in a state of shock and disbelief.
The Immediate Aftermath
The immediate aftermath of the Dwayne Johnson kidnappin
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2. Objective
• Make the case for the
establishment of a URBAN
department to develop
communications targeted to
the hip hop /urban nation
3. The New America
• “It’s not about race or place. It’s about attitude, a state
of mind.”
• “This is the new mainstream.”
BusinessWeek, October 27, 2003 Article on hip-hop
4. The New America
Hip-Hop is everywhere.
• “What began as a musical genre has
evolved into a full-scale youth
subculture—redefining what is
considered "mainstream." Hip-hop is
so mainstream, in fact, that "phat"
and "bling-bling" have officially been
added as words in the dictionary.
The musical genre's cultural and
signature style reflect a lifestyle that
has influenced trends in cars,
advertising, film and even fashion.”
DdiMagazine.com, February 1, 2004
5. Tribe?
A group sharing a common, occupation, interest, or
habit
Source: Webster’s II New Riverside Dictionary
7. The New General Market
• Comprised of young adults up to age 34
• Urban and suburban residents
• Strong AA-influenced, multi-cultural market
– African Americans, Whites, Latinos, Asians
– 70% of rap music purchased by Caucasians
• Most status-conscious in U.S. history
• Bonded by one thing: Hip-Hop culture
– Music, fashion, language
• Spent over $2 billion on clothes in 2002
• “8-Mile,” the movie featuring Eminem generated $51.2
million in first week
Source: BusinessWeek, USA Today
8. • More than 30 universities including Harvard
and MIT teach classes on Hip-Hop
Reinventing
Americana
• Urban Video Games are among the top 10
– Grand Theft Auto
– Def Jam Vendetta
– Music produced by rap artists
• Retailers are actively trying to reach this
profitable segment
– Sean Jean, #2 selling men’s wear line in
Bloomingdale’s
– Phat Farm labels are available at Sears and
JCPenney
– 50% of JCPenney men’s wear sales are in Hip-Hop
labels
– FUBU created Phi Sci, private label, exclusively for
Target
9. Politically Active
• Growing political and social force
• Revivalists of 60s activism
– Hip-Hop Summit
– New Black Panther Party
– Vote or Die
– Citizen Change
– “Mosh”
10. The Medium Is The Message
The generation responds to a whole different set of media & formats :
• Print • Radio • TV • Integrated Media – Technologically
advanced
– XXL, – Urban, – MTV,
Source, CHR BET, – Mixed Tapes, DVD, e-blast,
King, ESPN mobile
Smooth,
Suede,
Maxim
11. So Y2K!
• These media don’t
stand a chance in this
marketplace
– Ebony
– GQ
– Jet
– Essence
– Time
– CNN
– Sports Illustrated
– TV Networks
13. Products that have Gone from Hood to
Suburban
• TV monitors in cars
– Originally a status symbols in
upscale that were tricked out to
Suburban necessity for the kids
• 2 Way paging
– Has evolved from “drug trade” to
“Wall Street” in the form of a
Blackberry
• Hiking Boots
– Evolved from “hood” to worldwide
category of leisure footwear
14. What’s Next?
• Hip Hop Politician
– Russell Simmons
• Movies and Movie Scores
– Kill Bill II
• Technology items
– Rockbox
• Consumer Goods Companies
– Rap Snacks
• Branded Content
– BattleGrounds for Nike
15. A New Nation Under A Groove
• With its own set of:
– Rhymes and
rhythms
– Protocols
– Linguistic
nuances
– Social mores
– Political
expectations
– Media habits
the Hip-Hop generation could be considered a
Tribal Nation
17. BOARDROOM
…Still Growing
• It’s a growing industry that’s led by second generation rap artists
and promoters who have gone from streetwise to Wall Street-wise
– Russell Simmons
– Sean Combs
– Jay Z
– Jermaine Dupri
– Nelly
– Usher
– 50 Cent
18. New-Age Entrepreneurs
• These business moguls who cater strictly to
the Hip-Hop generation
– Manage multi-billion dollar businesses
– Develop and market own labels and products
• Music
• Entertainment
• Fashion
– Are fast-gaining peer recognition in the business
world
– Are a new breed of African-American
entrepreneurs unlike previous generations
• Believe in being the power
19. Russell Simmons
• Godfather of Hip-Hop. CEO/owner
of:
– Record Label
– Ad Agency
– Furniture and electronics maker
– Clothing Label (male, female, children,
accessories)
– Movie & TV Production
– Def Comedy Jam
– Def Poetry
– Energy Drink
– Credit Card
20. Jay-Z
• CEO/owner of:
– Record Label
– Basketball Team (New Jersey Nets)
– Sports Club
– Clothing Label
– Movie Production
– Liquor
– Recording Artist
• Brand Associations
– Heineken
21. Sean Combs
• CEO/owner of:
– Record Label
– Restaurants
– Clothing Label
– Entertainment company
– Ad Agency
• Accolades
– Designs uniforms for Dallas
Mavericks
– Special Edition Navigator
– Winner of Clothing Design
Award
– Host for 2005 VMA’s
22. The Advertising Illusion
• One industry in which success has alluded them is
advertising
– Attempts have been made by:
• Russell Simmons - RushDeutch relationship was short-
lived. Still owns Rush Communications to support Phat
Farm and Run Athletics
• P. Diddy - Blue Flame had great plans, but had to scale
back. Now in-house agency to Bad Boy and Sean John
• Original idea was to bundle artists to meet clients’
needs
• Lack of success could be attributed to their limited
awareness of the unique skills and knowledge
required to successfully manage agency profitably
25. Say It Loud!
“Coke is trying to fuel Sprite
sales by trying to create a
pop icon firmly entrenched
in the Hip-Hop culture.”
– USA Today
“Many of our customers
identify with and the Hip-
Hop culture.”
– Dave Garver, Executive Director of
National Acquisition, Cingular
“We are committed to
reaching out to Hip-Hop
enthusiasts…in a way that
is relevant to them.”
– Frances Britchford, Vice President of
Marketing, Sony Ericsson
26. Price of Entry
• Current AA and general
market communications
are too generic, and
thus, irrelevant to this
young and vibrant
generation
– Require different
imagery, graphics,
music and language
to gain their
• Attention
• Interest
• Desire
• Action
27. So, What’s Up?
• Some general market
agencies have
established new
group/division to assist
their clients to reach
this new mainstream
youth market
– Ad*itive - Arnold
Communications
– TRU - TBWA/Chiat Day
– Y&R
• African-American/urban
agencies are yet to
make a similar move
28. Thought
Clients may be more likely to award Youth
Assignment if they know that an agency has a
division dedicated to reaching this segment
30. Sprite
“Show Me My Motto” -
Miles Thirst
• #1 lemon-lime soft drink
through 1997
• Growth slowed in 1998.
Brand began to decline
• Effort made to resuscitate
brand
• Decision made to target
Hip-Hop generation
– Miles Thirst was born
• Sales have been on the
increase since debut of
Thirst in February 2004
31. Bacardi
The Bat
• Bacardi Gold had been
on the decline with
African Americans for
several years
• In 1999 launched three-
market radio campaign
that used Hip-Hop artists
– Music-driven
– Tastemakers
– Van hits
• Campaign extended
nationally in 2001
• Yearly sales have
averaged 15% increase in
targeted AA stores, over
3-year period
32. Call-To-Action
• Like socio-political activists
of 60s, aka, baby boomers,
this generation is here to
stay
• Burrell should be a master
in reaching urban consumer
• Burrell should be at
forefront of marketers’
efforts to reach this
profitable consumer
segment
• Burrell should be a shepard
of the imagery for Hip Hop
Culture
33. Prime Agency
Candidates
• Verizon
• McDonald’s
• Toyota/Scion
• P&G
• Beer
• Other Bacardi
liquors
34. Staffing Recommendation
Comprised of people that have passion for the genre
Aaron Payne Lorraine Miller Linda Jefferson John Roach JeWayne Thomas Melissa Stinson
Michael Tresvant Crystal Shaw Aubrey Walker Shanteka Sigers Mohammad Shabazz Cheeraz Gorman
35. Areas of Opportunity
• Branded Programming
• Product Integration
• Urban Targeted
Advertising
• Brand Alliances
• Event Marketing
• Trendspotting
• Cultural Immersions
• Conference Presentations
and Seminars
• Research
• Tool kit/Dos & Don’ts
• Newsletter
• Blogs
37. Why Burrell?
• Hip-Hop Artists have started
agencies and all have failed
– They know the genre but not
advertising
– RushDeutch
– Blue Flame
• Other Agency have done it
with moderate success
– They know advertising but not
the genre
– Hip-Hop as part of JWT
– The Additive as part of Arnold
– Tru as part of Chiat Day
– Vigilante as part of Leo Burnett
• We have both parts!
38. Why within Burrell?
• Hip-Hop, although
multicultural, emanates from
AA culture
• Part of promise is: Creative
output will be done and
performed by people within
the genre
• Know advertising and Hip-
Hop
• Have the contacts within the
genre
• It is what is next
• It is the influencer
39. Why
Hip-
• Hop?
Encompasses many youth qualities
– All the qualities that youth are a part of
Hip-Hop
Genuine, dynamic, smart, entrepreneurial,
sexy, fun, stylish, liberating, rebellious
• What rock used to be
• We should be the purveyors of what will
be remembered as our culture
• We should promise our clients to have:
– A relevant respectful view of Hip-Hop
Culture
• It is turning the funnel upside down to
target the urban influencer
40. What should we do with Clients?
• Educate consumers on Hip-Hop Culture
– It is more than music
– It more than 50, Jay, and Sean
– It is more than the perception of dealing
drugs
• Ala 50 Cent, Jay-Z, Biggie
– It is individualization and personalization
• Show how we can connect with the Culture
• Show how Burrell can facilitate this
connection
41. 1 Steps
st
• Hip-Hop Education • Show access to • How to access other
Hip-Hop World Clients
– Hip-Hop 101
– Immersions – Be part of the
with clients culture not an
and/or about outsider
their products
– Use the
influence we
have
42. Getting New Clients
• Speaking Engagements
– Use these opportunities to show our knowledge and
understanding of this market to court new clients
• Expand within current clients
– Using influence with currents client to court new clients
(Scion and Bacardi)
• Birddogs
– Spiffs for associates for referring clients
43. Getting New Clients
• Youth Panel from within Youth Culture
– Two fold
• Use their influence on acquiring new consumers
• Use them as panel to inform clients about their business
– Tastemaker panel
• The Collective
– Using influence of people on our team to court new clients
– Target new clients that we have contacts with
– Bonus to the group for new clients
46. Youth Panel
• Leonard Burnett – Vibe • Mystic – Music Artist
• Kenny McAllister – Rolling Stone • Jonas Baklava & Rob Stone – LRG
• Dave Mays – Source • Munson Steed – Rolling Out
• Shawn Gee – Music/Sport
• Bart Phillips – TV/Movie Production
Representative/Okayplayer
• Kenny Johnson – PR/Events • Talib Kweli – Music Artist
• Cee-Lo Green – Music Artist • Phillip Atwell – Video Director
• Omar Owasso – Technology • Coodie & Chika –Video Director
• Karl Carter – Entertainment & Street Teams • Nzinga Stewart – Video Director
• Lincoln Alabaster – Spike TV/MTV
• Bryan Barber – Video Director
• Tim Brown – Sports
• Camille Hackney - Music
• Ben Gordan - Sports
• TBD – Gaming
• Tony Shellman – Enyce