Alan Hilburg, president and chief executive officer of Hilburg Associates, a branding and consulting firm, gave a talk on creating brands that resonate with millennials – the youngsters growing up during the beginning of the 2000 millennium. He discussed the impact of hip-hop on modern-day culture, brand building and consumer loyalty.
He invited South African hip-hop star JR to join him. JR recently helped to engineer a branding campaign with a leading South African brand.
“A brand is about the touch, the experience, how it makes you feel,” explained Hilburg.
“Your touch defines your brand. It’s about consistently delivering that experience over and over again.”
He explained how hip-hop culture influenced the value of branding. “Hip-hop expresses real aspiration,” he said.
“Look at how Gucci is the number one most featured product in music, particularly in hip-hop. Jay Z is one of the hip-hop artists who has defined the commercialisation of hip-hop.”
JR added to Hilburg’s sentiments and said the music genre was an influential culture that could produce wonders for brand building.
“What some of these South African hip-hop artists need to understand is that you can’t sell what you don’t believe in,” he explained, referring to artists who attempt to go the business route and tie themselves to brands but fail.
Hilburg said brands were quickly forming an allegiance with the hip-hop culture to sell their products, and it had proven to be hugely successful.
He added that it would be smart for business people to hop onto the hip-hop culture and its commercialisation bandwagon.
“I don’t know where hip-hop is going next but I know you want to go on the ride,” said Hilburg.
Watch this video of South African hip-hop star JR performing at the Gordon Institute of Business Science in Illovo during Alan Hilburg, the president and chief executive officer of Hilburg Associates’ business talk:
