Today's consumers are smarter than ever. They see hundreds of product/brand messages everyday and ignore most of them. The reason is simple, relevance. If consumers don’t believe that a message is relevant to them, it is immediately dismissed.
This is particularly true for African Americans and other multicultural consumer groups, because most messages are not created with them in mind.
Is your brand and its messages relevant to these important consumer groups? If the answer is I'm not sure, then welcome to:
