Hero Collective

Detroit takes center stage in a couple weeks for the National Football League (NFL) Draft. I'm excited to represent my city, the advertising industry and Hero Collective on stage with Brand Innovators. Thank you to Peter Ukhurebor and my BLK@ family for recommending me. Register here: https://bit.ly/3UQqMOg

Saddle The F Up, my fellow marketing mavericks,  because the marketing game just got a dose of Beyonce and Jay-Z's genius, in advance of the release of Queen Bey’s highly-anticipated country album "Renaissance-Act II". While the world fixated on Taylor Swift sightings at Super Bowl LVIII, Hov, Bey and team were playing three-dimensional marketing and promotional chess for future success and I'm here to break it down for you. But before we dive in, I have a bold prediction: PREDICTION: Beyonce will win a Grammy and a CMA for Album of the Year in 2025 for "Act II” and, in the ultimate example of life imitating art,  Bey’s foray will have a “Halo” effect on all of country music and on black artists in the genre, in particular. The set-up is in place and Hov and Bey have orchestrated this symphony by conducting a series of under-the-Radar marketing maneuvers that come together like an OVO production on a Drake song. But before we unravel Bey’s “Blueprint,” let's acknowledge the overall resistance she is up against in the country music category, exemplified by radio stations like KCKC refusing to play "Texas Hold ’Em,'' one of two joints Bey dropped on Super Bowl Sunday. Oh, how quickly the world has forgotten that country music is a genre that has black music at its roots. A reality black country artists know all too well. Now let’s explore the low-key power moves made by Destiny’s favorite child that showcase why she’s a grandmaster: QUEEN'S GAMBIT: Pawn to e4 – Craft new music that amplifies her appeal and aligns with Grammy voters, a demographic predominantly white and 40+, just like the majority of country music fans. PUBLIC SERVICE ANNOUNCEMENT: Pawn to d4 – Spark a wildfire as Jay-Z accepts the Dr. Dre Global Impact Award at the 2024 GRAMMYs and highlights Bey's notable absence from the Album of the Year category. A subtle move positioning Queen B for the award in 2025. BREAK MY SOUL: Knight to f3 – Turn a Super Bowl spot for Verizon into Bey’s big stage, as she tries to “break the internet” by teasing new music BEY’S A HUSTLER BABY: Bishop to c4 - Get Verizon to pay a rumored $30 mil for the SB spot, as Bey promotes her album to 123 million viewers THE TAKEOVER: Castle kingside (0-0) – Send shockwaves across social media with the announcement of a new country album and drop two singles to continue the buzz RUN THE WORLD: Queen to d2 – Make history by becoming the FIRST black female artist to top the Apple Music US Country chart, occupying both the first and second positions simultaneously. Beyoncé, Jay-Z have crafted a marketing masterpiece, playing a game of three-dimensional chess in a world fixated on checkers. Each subtle move contributes to a symphony of brilliance, leading to an inevitable crescendo on the Grammy stage in 2025. While Bey walks away with her 33rd Grammy; we walk away with a lesson in cultural intelligence and the unmatched power of marketing played by true maestros. Keep watching; the Rodeo is far from over.

Get your pen and paper ready, I've got a cheat code for you. We’ve explored the repercussions of mishandling culture—now, let’s delve into the essentials of mastering cultural intelligence. As the Executive Creative Director and Chief Cultural Officer of Hero Collective, I've navigated the intricate interplay between brands and culture. Today, let's dissect the pivotal realm of cultural intelligence – the linchpin for any brand endeavoring to navigate the rich tapestry of our global audience. What does it take to get culture right? In the era of artificial intelligence (AI), there is no tech substitute for what brands truly need: Actual Cultural Intelligence (ACI). It's not just about recognizing cultural nuances; it's about understanding the heartbeat of your audience. ACI involves deciphering the unwritten rules, the unspoken language, and the cultural nuances shaping perceptions. And the only way to accumulate ACI is through Actual Cultural Experiences (ACE), which is not about what you say; it's about what you do and have done. ACE is amassed through authentic engagement, genuine interactions, and a track record of cultural respect—which collectively amount to meaningful experiences that resonate with your audience. No AI wizardry can capture the intricacies of human culture or replace the knowledge gained from genuine engagement. ACI and ACE: Not a Game of Vowels! These ain't a random assortment of vowels; they're the pillars of cultural competence. It ain’t Scrabble; it's strategic brand building. It’s how you get culture right 101. AAP & AWC: Pivotal Steps to Cultural Agility In the alphabet of cultural intelligence, 'A' stands for Actual, but before brands can actually get culture right, two other actuals must be embraced: AAP - Actual Acknowledgment of The Problem and AWC - Actual Willingness to Change. To get culture right, brands must first acknowledge when they’ve misstepped, signaling the need and the commitment to learning and growing from their cultural mistakes. The next step toward getting culture right involves having an Actual Willingness to Change (AWC) once a problem has been acknowledged or identified. Brands must embody adaptability and openness to evolve their strategies, standing pat will get you nowhere. How Hero Collective Can Help: At Hero, we don't play with vowels; we play with impact. Our team combines ACI & ACE as we help brands embrace AAP and employ AWC to craft campaigns that resonate, engage, and elevate your brand in the eyes of your audience. The Cost of Ignorance: Getting culture wrong isn't some misstep that can be corrected by a CEO saying “my bad”; it's a financial and PR black hole; the price of which can be astronomical. It's not just about what you stand to lose; it's about the years it takes to rebuild trust. Let's Connect! Don't let your brand be lost in translation #CulturalIntelligence #HeroCollective #CulturalCompetence #CulturalCompass #NavigateCulture

Dear Brands, Let's talk about the consequences of getting culture wrong. The recent NY Times fiasco surrounding the classic fade haircut, that I rocked religiously when I had hair, only to see it mistakenly attributed to Travis Kelce as something he invented, is a stark reminder of the perils that come with cultural misinterpretation and misappropriation. Before the Swifties get at me…let me shout out the Homie Travis K. who has since clarified that he did not in fact curate the cut, instead he let his hairstylist, famed NFL barber @Patty_cuts take the lead. That aside, there is still a lesson brands can learn from the nonsense. The Travis Kelce Haircut Misstep: A Cultural Misfire Swag surfing, a staple at HBCUs for years, and the "Travis Kelce haircut," a bald fade deeply rooted in the Black community for decades. These cultural touchpoints recently made headlines, not for their significance, but for being misunderstood. The social media backlash highlighted the repercussions of cultural missteps. Just as the NY Times and Sporting News faced ridicule, brands and campaigns can easily become the target if they fail to grasp the cultural nuances within their messaging. Why It Matters for Your Brand Understanding cultural nuances isn't just a matter of avoiding embarrassment—it's about connecting authentically with your audience. Misinterpreting cultural symbols can alienate, offend, and damage your brand's reputation. At Hero Collective, we specialize in decoding cultural complexities. We're not just a creative agency; we're your cultural partner. Imagine the impact of having an agency that navigates the cultural landscape, ensuring your brand resonates positively with diverse audiences. Hero Collective: Your Cultural Compass In a world where cultural fluency is paramount, Hero Collective stands ready to guide your brand. Let's not just avoid pitfalls; let's create culturally resonant campaigns that elevate your brand to new heights. Comment below or DM me to explore how Hero Collective can be your compass in navigating the rich tapestry of culture. #CulturalFluency #BrandReputation #HeroCollectiveImpact #CulturalIntelligence #BrandResonance #MarketingInsights #CulturalFluency #DiversityandInclusion #BrandStrategy #MarketingInnovation #CulturalCompetence #BrandLeadership #CulturalUnderstanding #MarketingWisdom #InclusiveMarketing #BrandSuccess #CulturalSensitivity #CreativeExcellence #MarketingTrends #AuthenticConnections #CEOInsights #COOStrategies #CFOLeadership #DiversityatWork #CommunicationExcellence #DigitalMarketingMagic #BrandNavigation