Black people have always been diverse. Though there’s research to prove it, most marketers aren’t paying attention. Says Kevin Brockenbrough, VP and planning director at Burrell Communications, “There are several sophisticated segmentation models out there that reflect just how different African Americans are from one another.” Unfortunately, those insights don’t seem to show up in much marketing to this diverse black consumer. “Shallow is ‘good enough’ for a lot of folks,” Brockenbrough explains. “Truly understanding Black customers takes time and money. When budgets get cut, authenticity is replaced by ‘least common denominator’ thinking, and the things that make us unique don’t get explored.”
Festival partner Cooper’s experience pitching the festival to brands bears this out. “Most brands don’t recognize this truly influencer audience,” she says. Instead, they take the path of least resistance: They enlist a celebrity.“So it’s kind of a proxy for the consumer,“says Cooper.
The effect is to distance marketers from the consumers they say they want to engage. Music journalist Aswad,speaking about the Festival itself, notes, “It’s a best-kept-secret right in the music industry’s backyard, even though they have to turn away hundreds of people every year. And although the Pitchfork set and industry intelligentsia are aware of it, I’d say the biz at large sleeps on it pretty seriously.“ [Read More]
Motor Harley-Davidson Cycles through the years.
Abbreviated trim. I called this design a “gasser retirement plan”. #1955 #chevy #hotrod #hamb (at North Forty)
Channeling Danny Trejo holding a dove today to keep me from going crazy. Thanks, Danny Trejo. #dannytrejo #dove #bestever #losingmymind
Tight & Skinny