The day of Choosing had arrived.
All of the boys gathered in the center of town, carrying only small rucksacks with food and essentials. Their eyes darted to one another, then back to the ground as if examining the already familiar scuffs and scrapes on their shoes. The town square buzzed with excitement, murmurs were traded by the townspeople and blended with the din of animal sounds. Each grown man was accompanied by his totem - the animal that complemented him, giving balance to his personality and strength. These men had all been through this ceremony, the passage from being a boy into becoming a man.
Most of the young men knew which animal would choose them; it tended to run in the family. If a young boy got the same totem as his father, the family’s status in the town was sustained. Some families lost out in the process, others could make significant gains.
What Desedo Does
Desedo creates content for new media and minority markets. We work with brands and agencies to craft strategy, tell stories and reach these markets.
As we wrote in Ad Age, there are millions of American minority consumers still under-engaged by advertising. Yet in a shrinking economy, it is these markets that are growing in both size and spending power. This demographic is reflected in spaces like Grey’s Anatomy and Kanye West’s collaboration with Takashi Murakami, in Disney’s Cheetah Girls and our 44th president.
It is a robust world of Black Nerds, Asian B-Boys, and Muslimah Bloggers. People that we know yearn for brands to better understand them, and to speak intelligently with them. To grasp the nuance of niche.
This is what excites us and why we love what we do. We live within these spaces and your brands should too. Let Desedo take you there.