America is more segmented today, then ever in the history of this great nation. However, is that based on new migrant_Americans flocking to USA. Or, those that are here finding new tools to make their voices, needs and stories heard?

Social media, Blogs and Consumer Generated Content create a point of equality, because social media (such as: facebook, twitter, digg, myspace) are free. That access provides consumers of all ethnic and racial profiles to broadcast their historic experiences, hopes and values. Honestly, never in the history of global communications have humans had tools to mold and shape public opinion from an instant critical mass scale.

Thus, several questions loom large:

1) Who are Americans.
2) What do Americans value.
3) Additionally, how different are the values from those that [our] founders set forth in both legal and cultural form.

Just as its doing currently, the Los Angeles Times reported in March of 2009 that: 40% of Americans had major concerns about making it past this economic meltdown. Every major American industry has hit a slump, decreases in revenue and consumer attention…what happened, and how did we get here?

Which corporations will step forward and present positive advertising media that will help consumers recover from this crisis?

I utilize the screen name on twitter.com/brandoneculture … because as Americans we are much more the same then different. Well – as that sameness relates thematically to Americanism; which I will explain in another post…

Yet based on my understanding, Corporate America has yet to have a unified brand planning filter. That’s almost like we never had a President Of Color until Mr. Obama…;)

But market conditions, and ideals have shifted…

That is the nature of inclusive outreach, we no longer can afford to have some ethnic groups only singin’ and dancin’ in advertising. Many ethnic groups and poor enclaves have been messaged to for so long they don’t have a clue who they are in the broader picture. While other segments are presented as educated with the tools of ownership. And that is purely American, see our founding fathers gave those rights, they are written in our collective legacy, America, America – from sea to shinning sea. Once advertising strips away color…people will be able to aspire to greater levels, culturally.

So to begin, it takes a corporate voice and a consumer defining echo. That’s true engagement when a brand can connect to the greater societal needs, personal domestic hopes and goals to prosper. Seamless, and embraced by critical mass. No longer a great need to utilize push and pull methods and tactics. People will be tuned_in to the events, and offers to consume.

This methodology rest firm in a brand’s ability to produce lasting value for the consumer segment(s). Lasting implies sustainable.

So how do products and services advance culture?

What voice does a corporation use as it speaks to the masses in this great Americana?

For the past 10 years I’ve utilized a term and phrase: advertising can be a [didactic medium] if utilized effectively. Just like art… uplift, inspire, teach, entertain and create sales.

To be continued….

Simple, the human aspect of consuming. People are not simply screen names, urls, and such…we are humans with a need to hear, and speak. We are not driven by FB APPs, nor push or pull tactics. We are… they are a culture that has been poorly studied, and understood. And, your brand may waste money!

As long as brands still utilize old messages that aren’t real, or relational to the core values, and needs of the inclusive consumer sphere (critical mass), then marketing will continue to discount the advances of new media. Searching down the wrong path with an aim to monetize every portal, and online platform is not effectual use of a brands impact for consumer engagement.

Pres. G.W. Bush responded: How did we get here?

I like that question … it cuts deep into the concerns, and seeks a timely resolve.

But, there may have been several things that George Bush did not hear on that historic day. So, I will list a few.

1) Our culture has become diverse, and American corporations don’t know how to communicate with its people. June and Ward Cleavers are the minority.
2) The Goverment allowed markerters to sell without teaching the basics of banking, and fiscal products. Greed took over.
3) American business has not considered what are — collective American values, how to recreate those images, or execute the construct of human value(s), or reactivate the brand of America in 2009.

Actually, way before “Hip Hop and Rap”…the term [Urban] was coined by the late great DJ Frankie Crooker in the 70s at WBLS Radio Station, the station’s New York City audience was mostly African American at that time.

“Urban Contemporary” is a radio format that was designed mostly there at WBLS, Innercity Broadcasting is owned by the Sutton Family; Mr. Percy Sutton was Malcom X’s lawyer.

Hence, there is nothing grey or random about the construct of “Urban” as applied to that era in the NYC market. I too have fond memories as a kid in the Bronx; that is part of my history, and legacy.

However, today NYC is defined not by one ethnic race; but by cultures, a collective of Urbanized Americans, and their ideals of Urban life.

So often we fall into the old American trap of civil rights banter…black, white, and such. Lots of blame, lack of respect toward people as humans.

Madison Ave acts as if it is behind a curtain, as if American consumers don’t hear, understand and reject the sector’s passe view on culture, branding, and race. Lots of sad old guys not able to adjust to new trends, and hues in the American market.

Some of the first “Hip Hop” was reflective of Multiculturalism, maybe you recall 3rd Base, MC Search. Def Jam in the early days… in the old school days was very multicultural, considering the roots of the music. Music is always a larger key to understanding American culture, and finding a bridge to diverse enclaves, and multi-ethnic communities.

And, now moving forward into New York’s 80s and 90s, Urban was hip like Grunge, it was Gap utility style on every corner, Cross Colors, Calvin Klein, Marky Mark, vintage stores, and Veronica Webb, Naomi Cambell, Linda Evangelista, Village Voice, and the downtown NYC multicultural clubs like Sticky Mikes by Tower records on Broadway.

The advertising sector missed/ did not understand that era also, and incorrectly labled “Urban” angry black, because of NWA, P.E., KRS One and such, also the emerging Afro-Centric style. Out of that movement came Queen Latifa, who is clearly not angry, but a graceful and gifted young artist of film, and music.

Likewise, Ice Cube has also emerged a family guy, in popular culture; indeed a long way from the incorrect branding of NWA.

Madison Ave did not have a clue, until MJ, “I wana to be Like Mike”, and Spike Lee. One must give props to Spike, Russell, Sean Combs, writers like Ronnin Ro, bell hooks, dream hampton, Dr Cornell West, the artist Madona, Prince, and Michael Jackson, that’s where the roots grew from.

Madison Ave did not even connect the dots to The Source Magazine, which was run by young Angelo Americans – but, grown by African Americans. Still, those are a few of the roots of this new urban pop culture, branded multiculturalism.

There is an often overlooked effect on Urban culture, and that comes from cross cultural hybrids forming – from Asian and US projects: Japan is a major importer and exporter of bi-cultural branding with America.

To assume that 50cent, and Snoop reflect the core segments of American cities is a costly mistake.

Honestly, we are all Americans. Some new, some old; Asian, Latina, African, Angelo American.

Indeed, we don’t pickup the phone and think: lets call our black or asian friends…no, we call friends who we relate to, communicate [with], not talk to, or bore with information that is not real, and relational to the friendship.

Branding is all about the relationship, and, as a sector we fall short in communicating to both the Ethnic specific enclaves, as well as, the general multicultural markets. Yes, what was considered general market should now be redefined: general multicultural markets. As a nation, we are not moving towards ethnic diversity… we are there!

2008, and the sector is just now moving towards a cultural trend that has roots in the 90s: Multiculturalism.

And, today Urban is more reflective of new Americans climbing toward the Mountain Top dream, restored ethnic communities, goals for innercity sustainability, art galleries, Corporate-Community projects, and hipsters. Yea, well Madison Ave is also missing that.

Truly, as a communications sector we have a long way to trek, and a short time to get there!

To be continued….

Thanks for the visit.

Best,

wshepherd

Engage in the search for “cultural passion buttons”: social hot topics that allow the mutual exchange of needs and best practice ideals.

2) Communicating to people: advertising continues to speak at people; yet engagement means there is both speaking and listening, from both sides.

3) Sharing: what are you giving the people..?

4) Learn to lead: what makes your brand so special that people will follow…?

5) Be thankful: when was the last time that your brand thanked the people that consumed your service or product(s)..?

6) Tell Good Stories: what is your brand’s story, and can you tell the story in both long and short form, one sentence, or a whole book..?

6b) Will your brand’s story make people laugh, cry, get excited and consume, then become advocates for the brand…?

7) Be willing to die for the values your brand displays; stewardship implies your brand is protecting, teaching, caring, entertaining and offers (not sells) real value to people.

In part, sustainability means your brand(s) are communicating in real and relational speech, providing a quality service or product(s) that adds value to multiculturalism, your inclusive local, and or global market space.

While broadcast will always be one manner to brand/message to the masses. Its reach, cost and return have shifted. Smart CMOs and agencies now understand the nature of digital, its ability to create audience [Flocking]; as in birds of a feather flock together. They move to where they are feed, as a group.

Social media attracts those that seek to be part of a colony, or Flock.

Branding’s ability to affect people can also be used to produce Flocking. Some wonder how to monetize this model of branded engagement.

The answer is both simple and complex…

Branding simply needs to become non-invasive; organic to the specific audience, that makes it real, and welcomed. Those two elements reduce the need to “sell”, and increase the need to communicate!

How will your Corporation tell the brand story in a truly organic fashion that is relational to the core values of a select Flock…?

Still, and equally important…how will your brand attract many flocks?

Central to this is the brand’s ability to discover common thematic messages. Which ones are effective to critical mass America?

Thanks for the visit.

ws.

Yes, exciting because these elements of culture will help reshape, the “New and Improved” national brand called America. Still, it is the search for a meeting of corporate shareholder goals, and serving the communities that will bring, and force positive change. America is strong, its people are challenged to find those primary values of freedom, liberty and equality.

Change will be affected by the effects of branding, one way or the other.

Globally, we live in a branded society; from movies, to fashion, and even NGOs/nonprofits utilize messaging to build strong corporate value. Hence, branding is not something to shy away from. Nor, should corporations incorrectly gage the impact of their economic goals on localized enclaves: how does branding effect community growth?

1) How can branding be utilized to be a didactic media…to uplift, teach, inspire, entertain and create new streams of market share and corporate revenue?

2) First lets look at the people, their needs for family prosperity … what product or service message will help grow that domestic goal…?

3) Futher, and in the most general sense – how do Ethnic-Americans define prosperity?

If we are one nation for the people … contextually, how do Americans define the term “multicultural” Since we currently live in such an era, how do corporations reflect the diversity of consumer values.

Branding is more then fancy lights and high tech magic. Those factors only serve to entertain, engagement takes real, and relational statements, community focused actions; that begins the process of reducing brand parity.

ws:

It is with these sets of tools that he seeks to continue to help advance culture with creativity.

“… It is my gut feeling, that corporate america will need to refocus on the core American cultural values while it seeks to reduce brand parity; increasing engagement.”

Art+Commerce = Societial Value