Connecting brands to urban America

Bill Lytle and E.J. Williams, Jr.

Argues for the importance of positioning brands to appeal to “urban America” (i.e. African Americans), and discusses the attitudes, beliefs and aspirations that motivate this group of consumers.

Connecting Brands To Urban America

Motivational Drivers and Self-Branding

E.J. Williams, Jr American Urban Radio NetworksBill Lytle Brand Champs

Developing a brand positioning platform for urban America means more than understanding the 'urban space.' You must also understand the 'urban mind space.' This requires looking beyond both functional and attitudinal motivators searching for deeper sociological, cultural, and psychological underpinnings of urban American behavior.

Urban America is looking for brands that engage them through their senses and emotions. They want to forge relationships with brands that fit into...

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