In most major markets, the lines are blurred with respect to who and what is driving trends as well as how they are being formed. However, one thing is certain, in order to truly connect with the key influencers, a savvy marketing professional must have a strategy that envelops reaching the Black (African American), Brown (Latino) and Cream (trend tracking White males/females) consumers. The newest music, intriguing celebrities, hottest fashion and other elements of style grow exponentially based on a brand's ability to penetrate the depths of each consumer segment. Therefore, a multi-faceted approach to capturing market share, increasing sales and/or brand building must be executed - versus the stagnant approach to narrowly defining the target market. How many times have you heard marketing professionals say 'This is geared for the general market' and that essentially equated to a White audience? Or, have you heard, 'We need an ethnic market campaign' with the intent to market to African Americans or Latinos? With the advent of satellite and cable television, increased Internet usage, the myriad of print publications and increased levels of housing and school integration, many Black, Brown and Cream consumers share the same preferences, viewpoints and in some cases experiences. Thus, the collective energy in creating an effective advertising, marketing and/or promotion campaign should seek to impact an eclectic group of individuals provided your brand is perceived as dynamic and your product has the capability to serve an array of consumers. Tastemakers, key influencers, trendsetters, etc. evolve from the Black, Brown and Cream consumer segment. This group heavily influences spending habits, personal preferences and the new wave of status building and badging products. In each major metropolitan market, these groups travel in the same circles, dwell in the same hot spots and are creating a local culture that in a few months will be world culture. Have you connected with these consumers to distinguish your brand and/or product? Is your company creating a relationship with this consumer? If you figured you would cross that bridge when you came to it, maybe the time is now.