Marketers draw inspiration from the things we encounter in our daily lives. From hobbies to loved ones, we often find our motivation in the most personal of places. I’ve always felt a strong connection to my favorite writers and musicians. I feed off their energy and channel the passion into my own campaigns. I’ve been a hard rock/punk fanatic since my teen years, but I get most of my business ideas from classic hip hop artists (C.R.E.A.M.). I realize that most folks over 40 will balk at the phrase, “classic hip hop artists,” but I use this term as a way of differentiating legit lyricists from the top 40 garbage in the radio rotation. There are still some bright lights in the contemporary hip hop scene, such as Lupe Fiasco; sadly most of the popular acts all sound as though they’re imitating each other’s superficial style.
Imitation is the sincerest form of flattery, which is fine as long as your brand is the one the other guys emulate. If you’re just leaching off your competitors, then your brand’s got more problems than a lack of creativity. Let me be very clear: just as it’s cool to sample songs, it’s ok to incorporate parts of competitor’s strategies into your own marketing plan. But if your Plan A involves straight up copying others, how do you ever expect to emerge as a market leader? You won’t because leaders have the courage to cast shadows. They step into the light, put themselves out on a limb, and watch everyone else fall in line.
Not every company can shake up an entire industry. To conquer your niche, you need a clear vision coupled with a relentless drive. And I can’t think of anyone who embodies this principle more than the legendary hip hop artists Cypress Hill. Just a few days ago, I was bumping the Hill while I got ready for work. My husband walked in and asked, “Is that Cypress Hill?” When I nodded yes, he added, “Yeah, I knew it. No one sounds like them.”
Can you honestly say that no one else sounds or looks like your brand? No? Then it’s time to step it up or get out of the game.
Authenticity and Branding
B Real and Sen Dog came up on the streets of South Gate in southeast Los Angeles. They spent their younger days living the hardcore gangster lifestyle, until B Real got shot in the lung in 1988. Instead of resigning themselves to an impoverished existence, B Real and Sen Dog decided to tell their stories through music. Cypress Hill’s debut album blew critics away with gritty rhymes and a distinct sound that paid homage to their Latin roots. The top tracks were controversial (How I Could Just Kill a Man), and the song Latin Lingo mixed English and Spanish. Their second album entitled Black Sunday debuted at #1 on the Billboard 200 and ended up going triple platinum. 20 years later the Hill are still at the top of the rap game because they’ve ignored the stupid trends and never lost sight of their original message.
Marketing Takeaways – Find Your Unique Voice/Angle. Tell Your Story Using Language that Speaks to Your Audience. Be Consistent in Your Messaging.
Branching Out
Consistency probably sounds self-explanatory, yet Cypress Hill manages to stay true even when they’re experimenting. That’s another way the Hill changed the whole industry, not merely one musical genre. From the early days, Cypress Hill dared to collaborate with respected hip hop artists as well as cross over into hard rock and punk. The results are pretty much hit or miss. Over the years they’ve released some questionable material (the reggae stuff comes to mind) along with several unforgettable anthems i.e. “Rock Super Star“. Through all the years they kept a close watch on their fans’ reactions and abandoned efforts that weren’t resonating with the faithful. They’ve also remained relevant through political activism and participating in important events. In fact, they’ve created their own successful events by connecting with likeminded performers.
Marketing Takeaways Test, Measure, Refine, Repeat. Don’t be Afraid of Your Peers, Collaborate With Outside Talent. Get Involved in Relevant Causes.
Marketers Sound Off
Are you struggling to define your brand’s identity? Have you ever copied your competitors or noticed others coping you? Share your reflections in the comments below!