Rate your decision on a scale of 1-5. Strongly disagree (1), Somewhat disagree (2), Neutral (3), Somewhat agree (4), Strongly agree (5)
Q1 – You would not be surprised if Hypebeast followed you on Instagram.
Q2 – You have a general market creative and advertising budget and separate multicultural creative and advertising budgets.
Q3 – Your lead creative agency is BIPOC owned.
Q4 – You’ve had a product innovation covered in the trades in the past year?
Q5 – Your lead product, event or service has been organically memed (in a good way) in the past year?
Q6 – There are at least a few customers out there that would tattoo your logo on their arm?
Q7 – You can produce a real example of a way you’ve gone to market based on consumer demand. (It has to be something relevant to the larger cultural zeitgeist)
Q8 – You can say with absolute certainty how your product makes your customers feel?
HOW DID YOU SCORE
40+ Congratulations! You are in rarified Citizen Brand air.
25-39 Guest brands are on the edge of opportunity. Explosive growth and category leadership are within reach with a deeper and more authentic commitment to the burgeoning demographic center of the US, the New Mainstream.
10-24 Visitor brands should act with urgency in getting to know the New Mainstream. Whether you’ve been around one year or 100 years, you will soon find yourself countering costly challengers whose strategies center on contesting the growth and influence segments that drive the New Mainstream.