Although the picture is about four years old, Fendi paying Kanye West $10,000 to use his picture of his infamous FENDI logo haircut is proof of how and why urban ideas are crucial to attracting, maintaining and convincing.
I think that urban branding is something that all brands should implement into their brand management plan (BMP) in order to be able to concur all areas in the market. I am a firm believer that any brand can reach and affect any genre of people. If the brand focus on the needs and wants of an audience and find a connection to that brand, it is impossible for the brand to fail. The problem is that because society have preconceived views on various groups a BMP usually lacks, excludes or overlook urban branding into their formats. However, urban branding really works!
One of the most clever urban branding tactics is when NSYNC, highly recognized pop sensation, took a turn down R&B road when they emerge with a hit R&B hit "GONE" off their award winning CELEBRITY album. Initially the group focus was pop music, but that track made them appeal to their already reached pop fans and attracted more of the urban crowd with their R&B compabilities having their video for GONE being retired from BET's 106 and Park.
Kanye's $10,000 Haircut