It's Bigger Than Hip-Hop!

Think of two brands that have memorable or outstanding campaigns.  Was one Apple and the other Nike?  If so,  these two brands are often top-of-mind because they have evolved into lifestyle brands.  For Nike, that's in large part due to their Air Jordan line.

Today, The Atlanta Post released a Q&A article with Erin O. Patton, founder of The Mastermind Group, a strategic marketing agency, and author of Under the Influence:  Tracing the Hip-Hop's Generation's Impact on Brands, Sports, & Pop Culture.

I know you're wondering why you should care.  Just keep reading.

Erin O. Patton is the man credited with building the Air Jordan brand.  Now you're paying attention, right?

Growing up during the rise of the hip-hop era, Patton had the foresight to know that hip-hop was not merely a trend.  When Run DMC was rocking shell toes and rapping about it, or when LL wouldn't go anywhere without his Kangol, Patton was observing and strategizing. 

He recognized that showing love to these brands could be a huge business opportunity.  A way to connect with an untapped, young, loyal market in a manner that's never been done.

Before joining Nike, he worked for Burrell Advertising and Edelman PR.  It was his responsibility to build brand equity and relevance among the hip-hop generation.  Remember Sprite's Obey Your Thirst campaign?   Patton was the man behind that too.  See a trend?

Then, when Patton joined Nike he took it to the next level.  A product of the streets, he knew what needed to be done in order to reach Air Jordan's target consumer and for it to be a success.  He blessed the trendsetters and influencers aka rappers and barbers with the hottest product first.  When guys gathered in the barber shop or saw their favorite rappers rocking the freshest kicks before anyone else, a demand and buzz was created; thus birthing a movement.  He got it and continues to lend his genius towards developing strategies for Lebron James, The Williams Sisters and others.

Last night, after the Health Care Reform bill was passed, Nancy Pelosi addressed the House.  During her speech, she described President Obama as a visionary, a strategist, and a persuader.  Wow!  Who wouldn't want to be described as such?!?!  Those three adjectives resonated with me because in order to be an effective leader, you should exhibit all of those qualities.  Agreed?  Well, upon reading the Q&A with Patton, I felt like those adjectives were also applicable to him.  In no way am I suggesting he has the goods to be our next President, but he's definitely at the top of his game -- bridging brands with the hip-hop culture in a smart and authentic way.

If you're interested in marketing, advertising, PR, brand development, the business side of hip-hop or sports, then you must do yourself a favor and learn more about Erin Patton.  I guarantee that you'll respect him so much that you'll be inspired to read his book.  I'm copping mine right now!

You're welcome.