race, ethnicity and geography and is characterized by a diverse group seeking the leading edge of trends and culture that city life offers, it is rooted in Black America. Understanding where we (AAs) came from and how we came up I think is key to understanding what drives our attitudes and behaviors and affords brands the ability to make a true connection with the Urban consumer. The apprehension with regards to the answer to this question is "Will adopting an urban strategy make us a "Black Brand"? And to that, my answer is NO - but without an understanding of the root of this Urban audience, you'll miss truly reaching and affecting this "urban" consumer. There is a need to make this connection.

Take a quick look at the history of Black Americans, and you'll understand why they are at the core of urban lifestyle. Born out of necessity, from the time of slavery through present day, Black Americans have created music, language, dance, and style as forms of self expression, communication and survival. As Plato teaches us, "Necessity is the mother of all invention". And because Black Americans have historically been the underprivileged in America, it has been out of necessity to create, innovate and invent for survival. As progress was made over the years, self-esteem issues still lingered from times of slavery and segregation, which led to an ongoing