Positioning your brand for the Black consumer audience
Tiyale Hayes
BET
- Part 1Driving relevance back to a 40 year-old brand
- Part 2 Positioning your brand for the Black consumer audience
Show Notes
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01:40Cultural understanding and authenticity in brand positioningMarketers must deeply understand a culture to create strategies that resonate authentically with the target audience. By setting aside personal biases and delving into cultural insights, marketers can develop campaigns that are specific to the audience and universally relatable.
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03:55Overcoming intimidation in cultural brand positioningMarketers should approach cultural brand positioning with the same openness and curiosity they would use when targeting international markets. The key is understanding and appreciating the diversity within the culture to create meaningful and impactful campaigns.
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07:21Understanding cultural nuances in marketingRecognizing cultural variations within regions and demographics is crucial. Marketers must engage with the culture, sitting and talking with individuals, to uncover insights that can be used to connect with the target audience.
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11:38Leveraging guides and partnerships for cultural understandingMarketers lacking experience with a specific target audience can find success by partnering with cultural guides. These partners provide context, and understanding of cultural nuances, ensuring campaigns resonate authentically with the target market.
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14:31The future of brand strategy and values based consumptionGen Z's emphasis on advocacy and inclusion will influence future brand success. Brands that champion underserved populations and offer products that cater to their needs will resonate with this generation and potentially influence the consumption considerations of other generations.
Quotes
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"When marketing to an unfamiliar culture or demographic, understanding and appreciating the diversity that exists within the group is critical to creating something that feels meaningful." - Tiyale Hayles
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"One of the things that will be important for brands is standing up for those who are vulnerable. Even within your base brand and your product offering, being thoughtful about fighting for those people who are underserved." - Tiyale Hayles
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"Values around advocacy and inclusion will be deeply important in consumption considerations. If no one else is showing you that, Gen Z is showing you." - Tiyale Hayles
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"If you are a brand targeting a culture, find relevant guides, especially if the intent is to super-serve this audience. If you dont have an intimate understanding of the culture available, get help." - Tiyale Hayles
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- Part 1Driving relevance back to a 40 year-old brand
- Part 2 Positioning your brand for the Black consumer audience
Up Next:
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Part 1Driving relevance back to a 40 year-old brand
Tiyale Hayes, EVP of Insights and Multiplatform Analytics at BET, delves into reinvigorating a legacy brand. Aligning with core human insights is key to reaching a broad audience, but it's equally important to deliver value to your specific target market. This balancing act is exactly what drove BET to rewrite its brand strategy, ensuring its continued relevance for the next 40 years. Today, Tiyale discusses driving relevance back to a 40-year-old brand.
Play Podcast -
Part 2Positioning your brand for the Black consumer audience
Tiyale Hayes, EVP of Insights and Multiplatform Analytics at BET, delves into reinvigorating a legacy brand. Building brand affinity with any audience requires a deep understanding of their cultural background and values. Moving beyond stereotypes and preconceived notions, brands must embark on a journey of genuine cultural immersion to connect with their target audiences effectively. Today, Tiyale discusses positioning your brand for the Black consumer audience.
