Brand Identity - Yen Euro Marketing
Words such as “social media marketing” and “brand identity” are becoming far too carelessly thrown around from upstart marketing companies who I don’t feel have a true understanding of what those words actually mean, let alone executing the client's needs. In the paper cup, disposable world of quickly uploaded content, forgettable views and likes seem to be the measure of falsely presented success. The art and skill of developing a brand and expanding its reach to create a connection with the consumer, is falling by the waist side. Not to say there are no marketing companies locally that ignore the latter, just that the process should be respected more than just re-posting already created content and calling it brand identity.
I like to share brands, companies, artists, and talent that I have personally come across and feel they exude an exceptional ability to stand out in their area of expertise. It's rare that you stumble across someone who has the same unusual mix of professional interests. I grew up as a kid racing motocross and at the time, was the complete opposite of anything Hip Hop related. Let's just say that wasn’t an industry in the 80’s that was welcoming to this new creative musical art form and culture that I fell in love with. Fast forward decades later and years and years of working in the music business, specifically Hip Hop, I wanted to reconnect with a sport that I loved, and hopefully now a little more open minded. Very quickly doing research on the industry and brands within Florida, I came across Purvis Adamson Jr. with Yen Euro Marketing. This was someone promoting both Hip Hop and action sports, in my backyard.
That’s all I needed to make an impromptu cold call for more information. I was greeted on the first phone call with a very professional and polite individual who was more than eager to share his passion and energy driven vision to merge all his interests with the goal of expanding their brand. The conversation had the phrases I mentioned earlier, social media marketing and brand identity, however it was quickly followed by a clear and concise action plan of achieving those goals. I learned a long time ago, that in this business you judge on action, not just a good talk game and hype, which everyone has.
The proof was not only in the projects his company was working on, but the variety of industries. Football, Basketball, Motocross, Nascar, Music, and even stretched to construction companies seeking the same brand awareness to increase overall sales. I had yet to see someone who, as a passion project was producing and promoting mixtapes from his hometown of Polk County one day, then on pit row of the Daytona 500 working with driver sponsors the next. This access is not for sale, only available to family and trusted business associates. Other impressive projects involved overseeing digital marketing for basketball events such as the Tracy McGrady 10k tournament at both their all alma maters of Auburndale High School. The Chad Johnson Celebrity Superslam, and recently the Boom Cup sponsored, Chris Johnson celebrity basketball game at the Amway Arena.
Most impressive, and which is what caught my attention was the work with SevenMx, a racing apparel brand created by none other than James Stewart. (Picture the Michael Jordan of Motocross and Supercross.)
This is where the merging of passions, outside of the box thinking, and a true understanding of those marketing terms becomes a reality. You have a racing gear brand, with a specific consumer demographic. The brand itself is dope and has the potential of expanding outside the centralized and limited buying market. I now see the brand converted from racing gear to stylized street wear on the backs of rappers, singers, and industry people at various high profile and publicized events. I see it being worn on a guest sitting on the couch of MTVs ridiculousness. I see a brand ambassador in a young 15 yr. old young women from Zimbahwe , proudly rocking the name SevenMx, who is not only a European Ambassador but the voice of a generation that previously never had one.
These are the actions of someone who not only understands the terms like brand identity and social media marketing, but knows how to achieve them. There's a huge difference in just seeking likes and creating an action plan that allows a brand to expand beyond its current reach and build stability within a new audience. I feel if you're ever the smartest person in the room, then you're in the wrong room. Surround yourself with individuals who bring suggestions to the table that push the envelope and thrive on insecurity. More times than not, those are the ideas and plans that will inevitably guide you to the level of success you never imagined it could, but always wanted it to be. And for those reasons, Yen Euro Marketing, I thank you. I thank you for inspiring and understanding the values of simple words like Brand Identity.
BY: Scotty Jewlz