1. American Advertising Federation April 21, 2010 The Evolution & Impact of the Urban Market on Branding & Consumer Behavior AGENCY TEAM >>> THE MASTERMIND GROUP

3. Any great urban renaissance begins with innovation… AGENCY TEAM >>> THE MASTERMIND GROUP

4. A culture born out of sheer necessity…>>

5. Became a conduit for creativity & self-expression…>>

6. Building brands, redefining design & product utility…>>

7. While connecting cultures…>>

8. Changing the media landscape…>>

9. And realizing lifestyle aspirations along the way…>>

10. 7 Ciphers™ Segmentation Framework “ Cracking the Code on the Urban Market” AGENCY TEAM >>> THE MASTERMIND GROUP

16. 7 Ciphers™ Segment Profiles >> Core Urban: 14-30; African-American, Acculturated Hispanic; Northeast Corridor (NYC, Philadelphia, DC, Baltimore, Boston); Innovator/Alpha consumer who defines trends first (music, language fashion, etc.); Heavy gamers; Urban culture software developers and content creators; Brand creators who stimulate mass appeal and adoption by general market youth; Tertiary Urban: 14-25; African-American, Caucasian, Acculturated Hispanic; Atlanta (Georgia), Houston, Dallas, Memphis, St. Louis; Make it cool to be country and use country grammar; Project unique expression of urban and Hip-Hop culture based on southern experience ; Currently driving urban culture and popular culture influence; Boast strong regional preferences and tastes; Sub-Urban: 14-25; Caucasian, African-American; Iowa, Michigan, Dallas, Cleveland; Aspires to replicate lifestyle of core urban and tertiary urban consumer; Drawn toward realism, rebellion and authenticity of Hip-Hop; Heavy gamers; Instant access to culture via media and internet; Disposable income to buy into trends; African-American suburban teens act as transporters of urban culture via exposure to inner-city relatives; Contemporary Urban: 25-49; African-American, Acculturated Hispanic;; New Jersey, Atlanta, Dallas, Houston, LA, Chicago; Hip-Hop’s Generation X; Upscale and affluent; Product of urban environment overcame obstacles on path to American Dream; Self-made moguls; Architects of modern urban culture; Identify with and influence urban trends downstream while preferences have moved upstream; Leading migration to new south;

17. Organic Urban: 25-49; African-American, Caucasian; NYC (Brooklyn), Philadelphia, Chicago; Urban intelligentsia; College-educated, primarily at Historical Black Colleges and Universities; Resist commercialization in urban culture, especially music; Preference for classic soul and Satellite Radio format; Occasion-driven target active in alumni, sorority and fraternity networks; Authenticity and being “true to self” is paramount; Alternative Urban: 14-30; Caucasian, African-American; Same geography as Sub-Urban segment’ Fusion of Rock, skate culture and Hip-Hop; Cultural transporters comfortable blending in rock or Hip-Hop environment; Product of suburban environment who maintains simplistic self-expression and doesn’t aspire to replicate core urban lifestyle wholesale; “Mashed” style; Vintage Urban: 21-39; Asian-American, Caucasian, African-American; San Francisco/Bay Area, Maryland; Represent vintage/retro elements of urban culture; Innovators and early adopters from Asia (e.g. Japan) who were influenced early by Hip-Hop and urban culture and are now creating urban trends in fashion and technology (i.e. Nigo/BAPE); Reinforces originality by holding fast to classical elements of culture with contemporary twist; 7 Ciphers™ Segment Profiles >>

18. Brand “sweet spot” (18-49) >> INNOVATOR EARLY ADOPTER LATE ADOPTER MAINSTREAM Core Tertiary Classic Contemporary Sub-urban Alternative Organic

19. Case Studies… AGENCY TEAM >>> THE MASTERMIND GROUP

22. Urban Truths In Advertising… AGENCY TEAM >>> THE MASTERMIND GROUP

23. Heineken >>

24. Starbury >>

25. AA Brand Connections… AGENCY TEAM >>> THE MASTERMIND GROUP

26. Reinforcing brand heritage as a trusted member of the African-American household and community creates a loyal bond resulting in relationships lasting generations…because nothing is more important than being there for African-Americans. If you have been there for African Americans, African Americans will be there for you. Brand Connection - Heritage

27. Continuous product innovation is a sure-fire way to maintain the brand loyalty of African-Americans and influence trial and purchase. They embrace new technology, actively seek new products and appreciate product utility…because creativity, ingenuity and innovation are at the core of the African American consumer DNA. If you truly capture African-American consumers, they can help you build a better mouse trap. Brand Connection - Innovation

28. Image is everything for African Americans. Maintaining personal care and oral care are cardinal rules in the African-American household. Looking good is feeling good. Feeling good is doing good (at home and in the community). Because nothing is more important to African Americans than having style and staying so fresh & so clean. Helping African Americans project a positive image of themselves and their community will reflect back on your brand. Brand Connection - Image

29. Thank You!!! Contact Information: Twitter: @MrErinPatton Facebook: Erin Patton’s Under The Influence LinkedIn: Erin Patton www.undertheinfluence2009.com www.themastermindgroup.com