An award-winning producer in digital media, Lathan Hodge is the executive producer of M. Herbert Productions. The visionary works with in demand creative talent ranging from directors, producers, interactive agencies and production crews. Here, he talks about the branding and social media genius of Pepsi, Hood Games and Albert Ming’s Naked Suit as well as why transculturalism is proven to be the next phase in marketing.
What are some of the best marketing ideas currently on the Internet and in social media?
I like “The X Factor” partnership with Pepsi. Pepsi Sound Off utilizes Twitter and Facebook, allowing fans to interact, and we see their product on the show. There’s also the Pepsi/The X Factor Snap It Send It Finale Sweepstakes where people used their phones to take a photo of the brands in the store. Fans were able to use text or email to unlock special content.
I also like what the suit performance company AlbertMing.com is doing. They featured Chuck D, Public Enemy’s front man, in their suit. The company features clever Internet and social media marketing based on their Naked Suit brand, which repels water and stains. AlbertMing.com is sponsoring Chuck’s radio show “You Don’t Stop” on Rapstation.com. Customers receive a discount on AlbertMing.com when they use the code: CHUCKD.
On a regional level, I’m impressed with the Hood Games’ skateboard events. The artist and founder Keith “K-Dub” Williams and pro skater Karl Washington bring together lifestyle, music and skateboard events in Los Angeles, Oakland and San Francisco. They work with Hint Design Agency and use social media (Facebook) to get the word our about their work, skateboard line and events.
Brands are able to evolve and grow when what three elements are in place?
Know your market, innovate and stay true to your brand.
Has social media made a difference in the way you market your personal brand?
Yes, however it is important to understand that basic branding and marketing principles are important to master before you try to make your personal brand.
Creating a brand experience is important because?
It sets the tone in the minds of people you want to reach.
Describe a brand that you work with and how it successfully interacts with the consumer in a social way.
(SceneFour: the Art of Chuck D) The concept is a collaboration with SceneFour’s “Legacy of X” series and Chuck D. They created a limited edition work of art online for art collectors and fans. Chuck D was inspired by the immigration issues in the United States and wanted to create a piece to bring more awareness. Recently, a group of muralists in Chicago recreated the art on a building located on Ogden Avenue.
What are the sources of inspiration for the best programs and ideas in marketing?
There is a lot of noise in the marketplace. Today, there is a lot of competition for attention. The ideas should make people stop to notice.
How does your team brainstorm?
It is very important to learn as much as your can about a product or concept. There is no way to shortcut it; you have to invest time on the front end and truly collaborate with every member of the team.
What was the last big idea presented?
I am still amazed by Ben Williams’ Digital Producer concept “Kobe Mentu” (“Kobe ‘s Disciples”) – Nike’s campaign in China. It was a six-episode reality show where 24 young players were mentored by Kobe Bryant. The mobile campaign and the website kept the relationship with the audience going.
What’s your favorite television commercial? Why?
A Subaru car commercial where the father gives the keys to his little girl to drive. Most parents still see their sons and daughters as children. It is a very powerful commercial.
Who are your favorite brand spokespeople or endorsers? Why?
Dennis Haysbert, Allstate Insurance Company’s spokesperson. He originally played a senator and America’s first African American president on “24” and the leader of an elite, covert counterterrorism team on “The Unit.” He has a powerful and easily recognizable voice.
Why has the Essence Music Festivals brand been so successful from your viewpoint?
The festival connects with their audience. You can easily see why.
What is the next level for companies to embrace in the multicultural space?
Transculturalism is the next phase; companies know that urban culture is a driver. Today, so many people have grown up with elements of the urban experience and lifestyle through social media and mass media. The messaging takes place through music, film and television with constant connectivity through social media. This is powerful because people are connected and have the desire to stay connected even if they do not live urban communities. The cultural exchange provides more people to connect to culture and lifestyle then ever before.
